120 years of can
In 1897, Gillette Children's became the first hospital in the nation for kids with disabilities. But from the very beginning Gillette's focus was ability. This campaign brings to life the hospital's ‘culture of can’ for Gillette's 120th anniversary.
CAN RISE ABOVE
These long-form videos tell the stories of Jackson, who was paralyzed in a car accident, Elijah, who was born with cerebral palsy and Hailey, who has spina bifida.
CAN BEAT THE ODDS
With these :30 and :15 broadcast spots we celebrated Gillette’s history of seeing ability over disability and encouraging patients to focus on what they can achieve.
CAN MAKE A DIFFERENCE
We rounded out the campaign with airport out-of-home signage, digital display ads and custom magazine wraps.
CAN KNOCK IT OUT OF THE PARK
We brought the campaign to Target Field by partnering with Joe Mauer and the Minnesota Twins for a fun sponsorship weekend that included a batting cage, prizes, social activations and more.
CAN PLAY TO WIN
This Jumbotron video put the spotlight on what kids with disabilities can do, playing to an audience of more than 110,000 people.