Michele Atkins of kaboom productions directed and shot a three-spot campaign that depicts stories of tenderness for Gundersen Health System via agency Preston Kelly. The spots are based on actual events and services patients have experienced at Gundersen that eased the stress of hospitalization. The small but powerful acts of kindness translate into exceptional care and subtly moving vignettes.

In “Therapy Dog,” we are taken through a hospital from a low to the ground perspective looking up at healthcare professionals and patients through the hustle bustle of hospital corridors and rooms.

It turns out our POV is that of a therapy dog who brings a smile to patients young and old, lending a new dimension to the promotion of wellness.

The starring canine is an actual healing hound at the hospital, which practices pet therapy for the wellbeing of patients.

“HealthCare advertising can be cold and confusing,” according to Chris Preston, creative director at Preston Kelly. “Or worse, a sea of smiling doctors and preternaturally happy patients. We wanted to do work that reflected the authenticity of the relationships Gundersen Health has with the regular Midwestern people it serves–and we needed a director who could portray the touching reality of care, without the usual saccharine the category is known for.”

“When it was first presented, I was struck by the fearlessness of the creative and the originality of perspective,” said Atkins. “I was drawn to the rawness of the moments and the sense of care demonstrated in these retold stories.”

Credits

Client Gundersen Health System Agency Preston Kelly, Minneapolis Chris Preston, creative director; Charlie Tournat, copywriter; Anne Taylor, art director; Anne Swarts, producer. Production kaboom productions Michele Atkins, director/DP; Lauren Schwartz, exec producer; Steven Sills, producer. Editorial Drive Thru Mick Uzendoski, editor.

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