ABOUT

When your heart valve doesn't work properly you become frail, tired and a shadow of the person you used to be. But for many people, treatment options are limited and can cause long-term challenges to quality of life. Edwards Lifesciences have engineered a new class of durable heart valves, offering people the chance to become the person they were before their heart valve stopped working. But, because this is a new valve, we didn't have the long-term proof that doctors wanted. Instead, we needed to tell an emotional story, capturing the joyful, energetic lives these people want to return to. Furthermore, in a category dominated by rational, product-based messages, we needed to tell our story in a way that would gain the attention this incredible innovation deserves. Edwards Lifesciences are innovators in the medical device industry, with products that transform patients’ lives and improve life expectancy across a range of conditions. The INSPIRIS RESILIA valve offers a life-changing option for patients with aortic stenosis who are in need of surgery. However, it is relatively unknown and it lacks extensive data to prove its potential. As such,there is a need to reassure cardiologists of its profile in order to encourage trial. To cut through the functional, product driven advertising that persists within this category, we needed a campaign that looked different and said something different. We therefore chose animation to communicate our story in an emotively captivating way, not often seen in this category. Coupled with an integrated media campaign, our aim is to use our creative campaign as a platform for cardiologists to take notice and find out more.