Nothwestern Medicine launched an ad campaign called "Breakthroughs", to illustrate real-life stories about the medical breakthroughs they brought to individuals facing chronic, debilitating, and often, life threatening illnesses.
The belief was that real life stories make for a more intriguing and inviting ideas. Real life medical breakthroughs are far more interesting, quirky, and provocative than anything we could make up. The breakthrough is reflected in their life.
Completed as multiple print ads and four :30 sec spots. The TV spots were to include both print and video in the ten hour window allotted to each patient.
I felt privileged to have been given an opportunity to spend a day with each one of these remarkable people! That's the best part of my job.