Instagram Reels Innovation Brings No Fear of Missing Out to Life for Ireland’s Mater Private Network

Mater Private Network (MPN), the only private hospital in Ireland offering 24/7 Urgent Cardiac Care has launched a new campaign highlighting the life benefits of its cardiology care.  It is the first campaign for the organisation from The Brill Building, the international award-winning agile creative shop.

Mater Private Network’s cardiac care in their Dublin and Cork hospitals is considered among the best in the country. Offering a complete range of heart and vein-related services, they use state-of-the-art technology to diagnose and treat all types of heart conditions.

The campaign takes a fresh approach to healthcare communications, putting the focus on the moments of our lives, the ones that we don't want to miss; it's not just the big emotional moments but the funny, sweet and quirky moments that make for a life well lived too... a dream holiday, a reunion with school friends, walking the dog, the wedding of our brother or sister. 

 

Created in-house at The Brill Building with award-winning director Locky McKenna and his team with sound from Scimitar the digital-first campaign is made of 4 hero films with over 20 supporting variations in gifs, carousels and print designed to show the countless moments yet to live. Leading The Brill Building team on the campaign are CEO and ECD Roisin Keown, creative lead Peter Snodden with creative director John McMahon and project lead Sorcha Hanratty.

Commenting on the campaign group director of marketing Bláithín Liston said, “With comprehensive cardiac care offering the full suite from small procedures to big interventions, the campaign captures a sense of joy and abundance – this is the opposite of FOMO it is living life with more heart. Creating a positive narrative and a strong and memorable set of brand associations was very important to us in creating this campaign. We believe Mater Private Network offers cardiology care that sets us apart from others. Our communications needed to reflect that.”

In an ad-land first, the campaign debuts an Instagram innovation – a ‘pausable’ reel that shows countless moments that could be enabled by the care of Mater Private Network - demonstrating with an engaging twist that life is full of moments you don't want to miss and with MPN’s comprehensive cardiology offering they'll find innovative new ways to give you the best chance of getting the most out of life for years to come. 

Commenting executive creative director at The Brill Building, Roisin Keown said: “The combination of world-class innovation and deep human empathy is the hallmark of what Mater Private Network cardiology care is all about, so we wanted to create a campaign that reflected the same. Using the vernacular of social posts and life updates we were able to create a rich, diverse and enchanting suite of work on a tight budget with no compromise on the emotional impact. We’re super proud of this work and delighted to be working in service of this amazing life-saving and life-enhancing organization”