“We’re 3d printing an amphibious prosthetic so a veteran amputee can do more.”
Northwell Health and J. Walter Thompson New York have got together to do something good for people who have gone through something terrible. The Fin is a first of its kind custom-fitted 3D-printed prosthetic leg, that permits an amputee to go straight from land into the water and back.
Northwell Health and JWT NY had looked at the human needs beyond the health needs and achieved innovation at a different level: a human breakthrough. “We believe this is an innovation for the future of all parents, athletes, amputees,” JWT noted.
Dan, who only wanted to swim again with his kids, considers this remarkable 3D engineering a life changer. A couple of weeks ago, Dan Lasko, a 33-year-old Afghanistan war veteran from PA, entered the pool at Long Island’s Eisenhower Park for a first test of The Fin.
“For us, this is much more than advertising and marketing. We looked at things through the eyes of another, we created a solution, then we set goals for expressing it.
“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,” stated Ben James, executive creative director, J. Walter Thompson New York.
The Fin is also the result of a true client & agency partnership. “We took Northwell beyond brand ads, and created “about brand acts” – brand acts that highlight Northwell’s capabilities and help them in their mission to raise the standard of health care,” the agency explained.
“We knew Northwell is a system of incredible expertise with a great Veteran’s Service Program. And we knew that returning veterans face challenges in returning to something closer to life as they knew it. So we identified a space that felt underserved. Need met capability. The formula for innovation,” added James.
The development of this pioneering amphibious prosthetic was spearheaded by J. Walter Thompson New York and Northwell Health’s venture arm, Northwell Ventures, which brought together two LI-based firms – a prosthetic design firm and a commercial-grade 3D-manufacturing company. The campaign from the development of the idea, to film, print and online content and web built was done J. Walter Thompson New York with Media from Metavision Media.
Client: Northwell Health
Ramon Soto: Chief Marketing Officer.
Don Simon: Vice President, Marketing
Jennifer Nelson: Senior Director Advertising
Katie Irizarry: Advertising Manager
Agency: J. Walter Thompson New York
Chief Creative Officer: Brent Choi
Executive Creative Director: Ben James
Creative Director: Karl Ackerman, Sean Ellman & Itai Inselberg
Creative: Bob Broadfoot & Rob Colucci
Business Director: John Danbeck
Account Director: Javier Bracero
Account Manager: Vincent Falcetano
Strategist: Marina Pen
Director of Digital: Jennifer Usdan McBride
Director of Technology: Kamran Aslam
Associate Director of Technology: Juan Turcios
Digital producer: Angela O’Neill
Project manager: Christine Fiorentino
Production Company: J. Walter Thompson New York
Head of production: Anthony Nelson
Director/Producer: Tom Mishra
Underwater Cinematographer: Ahad Mahmood
Editing: Yacht Club Films (Henry Hayes, Matt Morgan & Zach Law)
Music: Duotone Audio Group
Audio: Duotone Audio Group
Audio Mastering: Bongiovi DPS Technology
Media: Metavision Media