Client
Medtronic
Agency

Woedend!

Director
Jos van Meerveld

“To draw attention to type 1 diabetes and the experience of having hypos and hypers that come with the disease, we created an unorthodox ‘infographic movie’.

Together with creative agency Woedend!, Bruut Amsterdam produced three videos to raise awareness for type 1 diabetes. The productions involved a social experiment with influencers, a TVC called ‘What You Don’t See’ and a retargeting/sales video titled ‘HIGH/LOW’. The videos were commissioned by Medtronic, a global leader in medical technology.

Social experiment

To draw attention to type 1 diabetes and the experience of having hypos and hypers that come with the disease, we created an unorthodox ‘infographic movie’. A mini documentary in which three influencers, Donny Roelvink (350K), Zoey Ivory (70K) and Tim Senders (30K), experience a spectacular thrill ride on board the Pitts Special; A state of the art aerobatics airplane. 

During the flight, the plane engine was shut down repeatedly, making the airplane fall down the sky. The g-forces felt by the passengers resemble the ‘lows’ of type 1 diabetes. During that same flight, the plane engine was also repeatedly turned on at full power, causing the airplane to climb upright at full speed. This resembles the ‘highs’ of type 1 diabetes.

The video generated lots of PR: It got picked up by Cosmopolitan, Shownieuws (SBS6) and LINDAnieuws.