BriefMater Private Hospital wanted to reach out to middle-aged men about the importance of heart healthcare. The initial ask focused on promoting their 24/7 cardiac service, but the deeper question asked "how do we connect with men who assume heart issues won’t affect them?"
Rather than a clinical, hospital-led message, we reframed the brief around what a healthy heart truly protects; simple, everyday moments of joy with the ones we love.
ProcessWe created “Mick,” an animated dad and husband who's living a life worth staying healthy for. Animation allowed us to move fluidly between memory, reality, and imagination, avoiding the constraints of filming and creating a rich emotional world.
Mick’s world of “be here now” was envisioned entirely by our team: writing scripts, building reference banks and developing Mick's story. To elevate the emotion, composer Daithí Ó Drónaí was tasked with creating a warm, reflective score. With script, story and mood boards in place, we partnered with Studio Meala to bring the world of Mick to life through fluid 2D animation.
ResultThe final campaign reframed cardiac care as something personal, not clinical. By focusing on life rather than illness, it encourages men to see themselves in Mick and to recognise that protecting tomorrow starts with care today. It received an overwhelmingly positive response, running for 18 months on Irish TV screens and receiving over 1.5 million views on YouTube.