“Hands” reveals how vulnerability and nervousness are calmed by a simple touch. The third spot, “Balloon Glove,” reflects how original thinking can turn the situation around for a small boy in need of care.

Subtle details, like moving from a view through the door of a hospital room to a close-up of a worrying patient, or a back seat vantage point of what seems to be a lone elderly women on a winter’s day, or the overhead shot of a boy refusing to have his bandage changed, help bring viewers into the experience. These unique perspectives take people from voyeur to participant in a lead up to the resonant moment that connects health with care.

“The power of the spots came from being rooted in truth. But the project came together so beautifully because the amazing agency team, as well as the client, were completely focused on providing the best for the campaign,” explains director atkins. “It was this sense of communal purpose and the drive to enhance the work every step of the way that made the process special.”

Spot Titles: “Glasses,” “Hands,” “Balloon Glove” Client: Gundersen Health System Agency: Preston Kelly EVP/Creative Director: Chris Preston Associate Creative Director: Anne Taylor Senior Copywriter: Charlie Tournat Senior Broadcast Supervisor: Anne Swarts Account Supervisor: Ron Hall Production Company: kaboom productions Director/DP: michele atkins EP: lauren schwartz HOP: Steven Sills Editorial Company: Drive Thru Editor: Mick Uzendoski Composer: Stephen Coates