University Health Network (UHN), a leading publicly funded hospital, maintains the UHN Foundation which raises funds for Toronto General Hospital, Toronto Western Hospital, Toronto Rehab and The Michener Institute of Education.
In partnership with creative agency Zulu Alpha Kilo, the UHNITED platform was launched in January 2024 to spotlight the world-renowned institutions and people working together under the UHN umbrella to achieve never-been-done advancements in healthcare. Phase two of the campaign continues to showcase UHN’s global impact and emphasizes the crucial role of donations in supporting this work.
Directed by Brent Foster and produced via production house BOLDLY, this spot features real UHN employees, donors, and some of the patients whose lives were positively impacted at UHN. These inspiring and life-changing moments trigger literal impact waves that spread across the hospital, the city, and beyond–a metaphor for UHN’s impact on healthcare around the world. The deeper story behind each scene can be read online.
“UHN is always redefining the status quo of healthcare, but it all starts with donations. This campaign aims to show donors that it takes a city to change to the world,” said Brian Murray, chief creative officer at Zulu Alpha Kilo.
Credits
Client University Health Network (UHN)/UHN Foundation Agency Zulu Alpha Kilo Brian Murray, Jenny Glover, chief creative officers; Stephanie Yung, chief design officer; Dejan Djuric, design director; Juan Torres, creative director/art director; Dane Boaz, creative director/copywriter; Maxine Thomas, chief strategy officer; Meredith Ferguson, strategy director; Kiana Ohori, digital strategist; Ola Stodulska, director of integrated production; Kasia Zaniuk, sr. producer; Ian McCartney, integrated producer. Production Brent Foster, director. Production Company BOLDLY Sebastien Galina, exec producer. Postproduction Zulubot Alain Elliott, Max Lawlor, editors; Adrian Gluvakovich, assistant editor; Sarah Dayus, exec producer; Katie Oliver, post producer. VFX The Embassy VFX Winston Helgason, president; Kenny Solomon, VFX exec producer; Sami Oms, VFX supervisor; Gina McCoubrey, VFX producer. Color Grade AlterEgo Wade Odlum, colorist. Music House Oso Audio Hannah Graham, exec producer; Jane Heath, producer; Dylan Groff, engineer; Daenen Bramburger, music director/creative director; Katie Corbridge, voice director; Brandon Oakes, voiceover talent. Studio Production Company Zulubot Bravo henry Eugenio, studio production director; Pavel Petrycki, Ashleigh O’Brien, artists; Kenneth Haz, digital production director; Kelly Sun, digital production interactive producer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
