The sound-driven campaign was made in collaboration with 22squared, Park Pictures and Uppercut with sound design and music from Barking Owl
Uppercut has recently edited 'The Sound of Healing' for AdventHealth. The campaign comes off the back of how 2020 shone a spotlight on our vulnerability. The year showed us that we were all just one pandemic away from falling apart - emotionally, financially and physically. We learned that 60% of Americans don’t have the high resilience needed to quickly bounce back from an event like this. So, the editors partnered with AdventHealth to help it build resiliency with healing ideas and activations that keep them feeling whole, no matter what life throws at them.
Agency 22squared's idea was led by the fact that 2020 overwhelmed us with noise. The collective instinct was to either block it out or let it consume us, instead of seeking something healthier to listen to. The premise was to use AdventHealth's air time and ad space to interrupt the noise pollution with healing sounds and show the world that the power to heal is inside of us all - if you stop to listen. AdventHealth's role and responsibility would be to turn everyday moments and activities into opportunities to feel more whole.
22squared partnered with an award-winning director to bring this sound-driven TVC to life. The team worked with Barking Owl to perfect and punch in on the sounds of healing featured throughout the spot, and created custom :15s for digital and TV to encourage the audience to stop, take a minute and listen to the healing power of sound. They also partnered closely with trafficking partners to create custom Closed Captions for all the video to ensure the deaf and hard-of-hearing audience was able to immerse themselves in the work through visuals and descriptive wording. Also created was custom Audio Captioning for blind and hard-of-seeing communities.