| Título | Caseboard short lives |
| Agencia |
FamousGrey
|
| Campaña |
Shortest Lives
|
| Anunciante |
Ghent University Hospital
|
| Marca |
Ghent University Hospital
|
| Fecha de primera difusión/publicación |
2023 / 1
|
| Sector Empresarial | Instituciones/Organizaciones no gubernamentales
|
| Sinopsis | When you first hear you are expecting a baby it’s hard to already imagine this new life. The moment you truly become a parent is when you hear your baby’s heartbeat for the first time. This moment is when you connect emotionally and become a parent. In Belgium these heartbeats are data registered on ultrasound pictures and logged in the database of the hospital, only stored for medical reasons. When a baby is stillborn, parents never hear the heartbeat of their baby again. They have no memory left of when their baby was alive. |
| Filosofía | According to the grief counselors of Child and Family, a governmental agency for child wellbeing, parents can be helped in their grieving process by recognizing the existence of their baby. How? By holding onto details like weight, length, ultrasound pictures or anything that else they can remember their baby by. But unfortunately, during pregnancy there isn’t much to hold onto. |
| Problema | In Belgium 4,3%* of births are stillbirths. Losing your child is the worst thing a parent can imagine. But for parents of stillborn babies the grief is complicated as they have very little of their children to remember them by. They also feel they can’t always talk about it with their surroundings, as other people may find it hard to imagine the connection parents already had with their unborn child. |
| Resultado | Shortest Lives is a serene audio-visual reproduction of a stillborn baby’s heartbeat. It gives proof that your stillborn baby actually existed and offers a new and personalized way of grieving. It was initiated by the University hospital of Ghent, with the help of ‘Berrefonds’, a foundation that helps parents of stillborn babies receive the recognition and support they deserve. |
| Medio |
Case Study
|
| Design |
Uncle Grey
|
| PR Agency |
FamousRelations
|
| RTV Producer |
Myriam Maes
|
| Director creativo |
Laurie Lacourt
|
| Diseñador |
Lars Samuelsen
|
| Director creativo |
Peter Ampe
|
| Diseñador |
Charlotte Porsager
|
| PR contact |
Eva Van Riet
|
| Director de cuentas |
Jef Leysen
|
| Montador |
Sven Vanhee
|
| Offline Editor |
Sven Vanhee
|
| MOTION DESIGN |
Sacha Lempereur
|
| Miembro del equipo creativo |
An-Sofie Keulen
|
| Miembro del equipo creativo |
Steve Maes
|
| PR contact |
Zoë Cnaepkens
|
| Creative planner |
Kirsten Vanderbeke
|
| Developer |
Arno Vanbiesen
|
| Planificador estratégico |
Yarne De Schrijver
|
| Director de fotografía |
Gilles Desplanque
|
| Montador |
Gilles Desplanque
|
| PR contact |
Astrid Jacobs
|
| Ejecutivo de cuentas |
Silke Galle
|
| Diseñador |
Christian Rahn
|
| Post-production |
FamousGrey Productions
|
