New York hospital and healthcare network Northwell Health worked with JWT New York on a campaign that created the first fully functional swimming prosthetic for amputee veteran who longs to return to the pool to swim with his kids.
The agency helped develop the Fin, a custom-fitted 3D-printed prosthetic leg that permits an amputee to go straight from land into the water and back, for Dan Lasko, a 33-year-old Afghanistan war veteran. JWT also created a mini-documentary, seen here, which shows him entering the water for the first time with his children.
As Lasko explains in the film, directed by Tom Mishra, many amputees feel they can't go swimming because they can't use their regular prosthetic leg and have nothing to support them. JWT and Northwell Health's venture arm, Northwell Ventures, brought together a prosthetic design firm and a commercial-grade 3D-manufacturing company to tackle the problem and developed "The Fin." It's expected to become commercially available in about six months.
The campaign is aimed at showing both Northwell's dedication to innovation and its caring for people. Ben James, Executive Creative Director at JWT New York, explained in a statement: "Putting people at the heart of innovation gets you to look at healthcare and marketing differently. We want to identify innovative ideas and bring them to a marketable state for our clients."