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TBWA\NEBOKO Highlights the World of Unseen Radiologist Heroes in Touching Film

23/02/2023
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The Philips campaign created with TBWA\NEBOKO showcases a true story, between two unlikely protagonists

Philips and Omnicom present 鈥楾he Full Picture鈥. A creative campaign by Omnicom鈥檚 TBWA\NEBOKO showcasing a true story, between two unlikely protagonists, in a touching film. The film brings together Sophie (a former patient) and Dr. Boden (her radiologist). Their story unfolds as we dive deeper into the world of unseen heroes (radiologists) and the road to recovery for patients.

In the film, Philips invites Dr. Boden to take a photography class. He鈥檚 under the impression that because radiologists have a keen eye for detail, he can translate those skills to the outside world by taking portraits. What he doesn鈥檛 know is that the person on the other side of the lens is Sophie, a dancer鈥 and his former patient. Unbeknownst to him, Sophie is there to thank him, as he鈥檚 changed her life significantly, although they鈥檝e never actually met鈥 until now.

Two years ago, Dr. Boden captured a scan of Sophie, revealing stage four Hodgkin Lymphoma. After a tough recovery journey, Sophie is now back doing what she loves most, dancing. 

Dr. Boden has no idea of the impact he鈥檚 had on her life. In this touching film Sophie shares her story and her gratitude to Dr. Boden in an artistic way, by showing him 鈥楾he Full Picture鈥. As Sophie admires the portrait he鈥檚 just taken of her, she reveals the original life-changing scan he took two years earlier. Both captured by the same radiologist.  

Darre van Dijk, CCO TBWA\NEBOKO, said 鈥淭his project gave us the opportunity to put the spotlight on the unsung heroes in the medical world by putting the people behind the technology at the centre. The making of this film was completely authentic. So, capturing the true emotions of Dr. Boden, as we see his reaction, just makes the moment so much more special.鈥

Lian Vergeer-Langens, VP, head of global brand and integrated agency management at Royal Philips said 鈥淎t Philips, people are at the heart of everything we do. With this film we show the story of Sophie, a real person with a personal and authentic story. We show the enormous impact her radiologist had on her life. This is a different approach towards the healthcare industry, taking a step back from all the technologically advanced innovations and showing the real human stories behind the expertise and the use of those innovations. That is where we can show the true value we add; how together, we make life better.鈥  

鈥楾he Full Picture鈥 launched globally and introduces Philips new Radiology platform 鈥楽ee Beyond.鈥

Credits
Work from TBWA\NEBOKO
Closer to You
Ronald McDonald House Charities Netherlands
13/03/2025
Meaningful Logo
Odido
19/02/2025
Canine Companion
The Dutch State Lottery
20/12/2024
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