CONTEXT:
Starting dialysis is a traumatic experience for patients, given the procedure itself and the fact that it needs to be done three times a week for the rest of their lives. In those moments, the patient automatically accepts the doctor’s recommendation for the treatment clinic.
We wanted the patient to already be familiar with Fresenius Medical Care when choosing the clinic — to be aware of the medical services and the human side, highly important for long-term treatment.
We turned the campaign into a short film, with an emotional story built around dialysis, to reach as many potential patients and their loved ones as possible. We wrapped all facets of dialysis and the brand into a film.
Nephro, played by famous actors, was created following the rules of cinema, not advertising.
The entire campaign was then disguised the promotional campaign for the film.
The movie follows Anca’s story — a young woman facing a dilemma: her father, who abandoned her 20 years ago, reappears offering to donate a kidney. Anca must choose between reason and emotion, between anger and acceptance.
Șerban Pavlu, Silvana Negruțiu, and Ion Săpdaru are the main characters in this emotional story. The film premiered through a dedicated event, just like any cinematic release,
