This global campaign was the result of a ground-up re-brand effort with world class agency TBWA aimed at increasing brand awareness. The campaign included several print/web ads and two 30s spots which aired on TV, in Century Link field during Seahawks games, and all over the web. We based each story on real clinicians and institutions–everyday heroes, saving the lives of everyday folks–but with a bit of Hollywood drama. In a world where medical device manufacturers position themselves as the heroes who save the day with their technology, we decided it was time we set the record straight: the real heroes are the guys and gals who use our technology, and walk each patient down the best possible care-path.