“You Are Why We Work” Marketing Video

Background

GC Aesthetics (GCA) is a global medical device company that manufactures breast implants.

Challenge

In early 2020, like many businesses across the world, GC Aesthetics faced an unprecedented disruption due to the pandemic.

As COVID-19 spread globally, governments restricted non-essential surgeries, leaving plastic surgeons unable to perform elective breast augmentation procedures. GCA’s main markets (especially Italy and Spain) were among the hardest hit.

The company also provides implants for breast reconstruction following cancer, and even these surgeries were paused in many regions.

With surgeries halted, sales at a standstill, and teams scattered and locked down at home, GCA needed to create a message of solidarity, relevance, and reassurance.

GCA needed a way to reconnect with surgeons, distributors, and patients, and to reinforce that GCA remained committed to women’s health despite the crisis.

An extra challenge was that all budgets were frozen, external production was impossible, and the emotional climate was delicate. The company needed to strike the right tone without appearing opportunistic, as the world seemed to be starting to open up again.

Solution