Nail Communications’ campaign for health care system, Lifespan shows how precious every moment in life can be. Lifespan is a health system in Rhode Island, with around 15,000 employees and nearly 50 locations and services ranging from pre-natal screenings to geriatric care.
But when strategizing on an advertisement, Nail Communications discovered that people don’t care about about MRI machines or research facilities or doctors with fancy degrees. People care simply about every healthy moment we get— the good and the bad, the important and the mundane.
This anthem spot will air appear during the Super Bowl in Rhode Island and over the course of the following months, 18 different moments will be featured in a series of simple, quiet fifteen-second spots.
The agency captured a large library of authentic moments—not the “authentic” moments you see in commercials, but true unscripted lives of real people (cleaning up a messy kitchen, playing with a joyful child in the sprinkler, moving furniture, laughing with friends). Over the course of several weeks, using a small crew, Nail got intimate access to dozens of Rhode Islanders and their families and unobtrusively filmed hours of their lives.
“The gap between what is being sold and how it sold is greater in health care than any other category I can think of. Our client’s “product” is literally life itself,” said Alec Beckett, Creative Director, Nail Communications, said in a statement. “To reduce their story to doctors and machines is to completely misunderstand what health care truly means to its recipients.”
Combined with an outdoor, print and digital assets that will add nearly a hundred images of other authentic moments, it’s an ambitious attempt to reflect the true diversity of the million people who rely on Lifespan to help them make the most of their precious lives.
Credits:
Client: Lifespan
Campaign Title: Life Span
Head of Client Services: Jeanette Palmer
Sr. Account Manager: Stephen Fitch
CREATIVE PARTNERS: Alec Beckett and Brian Gross
ART DIRECTOR(s): Dana Haddad and Sam Holland
COPYWRITER(s): Alex O’Brien
DESIGNER: Jack McKenna
PHOTOGRAPHER: Josh Behan
PRODUCER: Jaki Selwyn
HEAD OF PRODUCTION: Lizzi Weinberg
PRODUCTION COMPANY & CITY: Gnarly Bay; Westerly, RI
COMPOSER: Black Sparrow
AUDIO PRODUCTION COMPANY: 62nd Street Radio
