Tradition embraces¬†modern technology, infusing both with humanity. The simple truth of,¬†Common Thread, for Connecticut’s, Middlesex Hospital Group, a group so confident of their mandate they could step¬†outside the expected, both in the service they offer and the design they endorsed.
Hand drawn, tinted illustrations on aged textured paper is the foundation of Medicine. In centuries gone by and still today they are used with great success to explain new and breakthrough technologies in the Medical Sciences. These illustrations evoke a feeling of tradition, one that speaks also to the very best of doctor-patient relationships. And its these traditions that are symbolic of the human touch we all crave when being cared for at a time when we feel at our most vulnerable. In the modern world we also rely on the latest technology, placing our trust in the hands of state of the art equipment and expertly trained physicians, to eradicate all illnesses and to restore us to our healthy selves. This is the mission of a successful hospital group.
In,¬†Common Thread,¬†we seek to embody the very idea of tradition and humanity and weave it into the design style. To add the new with the tried and true and echo the message, creating the dynamic, appealing, all encompassing story of the Middlesex Hospital Group and how it can be the common thread between you and a healthful long life.
The camera takes us on an upward journey through a series of water color blooms and live action vignettes, where we move, both literally and metaphorically, from a medical treatment to connect, via the common thread, to a place of restored health, a place where a person can fully resume the enjoyment of life. It‚Äôs an elegant story with a very strong message supported by very powerful graphics.
You can see the :30 second commercial and its accompanying :15, together with the concurrent print campaign, on the east coast from April on.