Tradition embraces modern technology, infusing both with humanity. That’s the simple truth of, Common Thread, a campaign for, Middlesex Hospital Group, a group so confident of their mandate they could step outside the expected, both in the services they offer and the design they endorse.
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. It’s 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 of technologies, placing our trust in the hands of state of the art equipment and expertly trained physicians to eradicate all illnesses and 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 to the tried and true and echo that 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’s an elegant story with a strong message supported by powerful graphics.
See this :30 second commercial, and its accompanying :15, together with the concurrent media an digital campaign, on the east coast from April.