Finalist
Sonic DL™
by Langland for GE HealthCare
Summary of work
Bodily movements, such as breathing, heartbeats, and even blood flow, can distort MRI images and compromise diagnostic clarity. Enter Sonic DL™ by GE HealthCare. AI-powered, it captures precise scans with lightning-fast speed, meaning motion is no longer an issue.
Remarkably, this happens in real-time, eliminating the need for post-scan corrections.
Knowing the term ‘innovation’ is vastly overused, our objective was to effectively convey to HCPs this story about genuinely valuable innovation in a compelling and appropriate way, unlike competitors who typically rely on conventional scan comparisons as their primary communication method.
To metaphorically depict the ability of Sonic DL™ to keep pace with the human body, the campaign features motion-tracked MRI scans projection-mapped over a high-energy dance performance. Despite the dancer’s dynamic movements, the scans maintained perfect anatomical alignment, showcasing the product’s effectiveness in handling patient motion challenges.
In total, one main film, and four unique products specific cutdowns where created, as well as formats for social and a special edit for the Sonic DL™.
Judges’ comments
The idea behind this campaign was conveyed well, with strong impact. It clearly answered an unmet need and was beautifully done and well executed. The judges thought it was cool, clever and beautifully presented. The technology was impressive.
