THE TIN MAN. The Tin Man is an inspiring short film about a baby’s heart being mended. Holden was born with a life-threatening heart defect and at only four months of age he needed open heart surgery. This short film was recognized by the American Advertising Federation receiving a National Silver Addy Award. Ragan Communications also awarded The Tin Man as the “Best Marketing Video of 2012.”
The
Client
Arnold Palmer Hospital
Arnold Palmer Hospital for Children has served over 1,000,000 children since inception over 25 years ago. Their pediatric healthcare expertise is a suitable match for the prestige of the world renowned Arnold Palmer name. In 2011, the hospital brought us an exciting vision to share their life changing stories to inspire hope and to deepen relationships with their community. As a National leader in pediatric healthcare, Arnold Palmer Hospital exists to provide compassionate and excellent care to the children and families they serve. Each day, dozens of amazing stories happen within the walls of the hospital. Our strong partnership has helped them to become storytelling pioneers & leaders in the healthcare industry.
The
Challenge
Lead the Industry Pack
The client faced rapidly increasing competition in a constricting industry filled with ambiguous and monotonous messaging. In response, they needed an entirely new approach to help their community, state, and region get a more impactful glimpse into who they are and what they do. We were hired to create the pilot film to set the tone for this branded storytelling strategy. We needed to show not just how healthcare stories could be different, but also how they should be different. Most healthcare stories felt detached. Our goal was to bring each viewer into the experience in a way that allowed them to see and feel the life changing impact of Arnold Palmer Hospital brand.
The
Impact
Marketing Video of the Year
Since release, the film has been viewed online over 85,000 times. Though originally intended for marketing, the client has equipped their fundraising team with the story to engage donors with essence of their mission. The Tin Man has also been used by larger healthcare organizations such as Children’s Miracle Network and the American Heart Association. By winning Healthcare Marketing Video of the Year, the film was successful in setting the bar for the healthcare industry. Additionally, The Tin Man was recognized Nationally by receiving a Silver National Addy Award, one of the greatest advertising awards possible. The film positioned the Arnold Palmer Hospital brand next to a many well known household brands.
