3M are world-leading innovators in operating room solutions. Working with the HPS Group and Breakfast of Champions, I was tasked with creating a concept that promoted them as the ’go to’, most trusted supplier for healthcare organisations.
The line ‘every patient is part of our family’ creates a sense of warmth and trust. A patient isn't 'just' a patient to a healthcare professional, who brings to work compassion and a deep sense of responsibility. Healthcare professionals are a son, a daughter, a parent, just like anyone else. The message 3M are delivering to them is ‘we know how much you care, so we will provide you with products you can depend upon for the patients who depend on you.’
Film was best vehicle to evoke an emotional response from the audience. We were able to show the two sides of their life – the anaesthetist who reads his daughter a bedtime story, who then comforts a little boy and his teddy bear before surgery, the nurse who squeezes the hand of a mature female patient and makes her laugh, before cutting to her doing the same with her mum. Short, simple, emotional.
The films were shared across social media, directing viewers to a specially designed microsite. This contained further product information, stats and a Story-Stream style curated hub which aggregated rich content from clinician forums, prolific news and information sources, plus 3M blogs and patient-facing content, all giving a sense of being part of a ‘global family’.
Concept and Creative Direction: Becks Boulter
Production and Direction: Breakfast of Champions