See how a veteran and a 3D printer helped JWT reimagine the possibilities of prosthetics for US client, Northwell Health.
Plenty of agencies are working with clients on projects beyond the realm of communications. But JWT New York’s recent collaboration with Northwell Health could be a game changer and provide a genuine solution to society.
The spot demonstating how Fin works centers on Dan Lasko, who lost his left leg in 2004 while serving in Afghanistan.
Now, Dan loves recreational and competitive swimming, and from the start he refused to let his injury slow him down. He’s competed in 30 triathlons since returning from combat, but there was one persistent frustration: Dan couldn’t seamlessly move between land and water using a traditional prosthetic leg.
It’s a problem shared by many people who lose limbs and often it can keep them out of the water and dampen their spirits.
“The Return” celebrates the creation of the Fin, and its importance to Lasko, to promote Northwell Health’s veterans’ services. It’s an examination of both Lasko’s story and the work that went into developing the Fin.
It concludes with the testing of the Fin, an emotional moment which saw Lasko in the pool with his sons. The Fin was up to the test, with Lasko at one point even doing a flip off the diving board into the pool below.
Along with the film, JWT also launched a digital content hub, social posts and PR support.
