How on earth is outdoor print able to show people what it is really like to be stuck to a dialysis machine?
By bringing the ad to life! So we set up a billboard with an integrated livestream-screen at Rotterdam Central Station, a place where people get back from work, go out shopping or out for for dinner. The contrast between this ‘big, lively world’ and the small world of Fabian could not have been bigger.
By live streaming Fabian during his dialysis treatment at home, he was no longer cut off from the world outside. With nothing to do but wait until his blood was filtered, he had enough time to talk to people passing by. Bringing the world closer to dialysis, and bringing those stuck on dialysis closer to the world.