UZ Gent: The journey of a sample

Donating your blood or tissue as a sample is not something you do lightly. Before you do, you want to know what will happen to it. To explain the whole story, we created a clear animation video that is made to inform, reassure, and even engage.

The customer

With over 3,000 patients per day and more than 6,000 employees, UZ Gent is one of the largest and most specialised hospitals in Flanders. UZ Gent also invests in scientific research and training, as a university center.

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The challenge

In some cases a sample is need to make the right diagnosis. The average viewer can understand that right away. But you can help advance scientific research if you donate an extra sample as well. And that requires a little more explanation. Because what happens to your sample? Who can use it? And why is this extra sample needed in the first place?

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We don't just want inform our viewer but also reassure them. And ideally, convince them to donate an extra sample, if asked.

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Our solution

In cases like this, an animated video is the ideal solution. Compared to camera work we don't have to depict real blood or tissue samples: we work with stylised illustrations. Nor are we stuck with the rather functional setting of a healthcare facility, full of unfamiliar equipment in the background. We have complete control over how we tell the story, and because we're showing a new and unfamiliar journey, we're keeping it as simple as possible.

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A friendly environment. A down-to-earth tone-of-voice. And clear visuals. Throw all those ingredients into our creative blender and what do you get? A video that informs, reassures, and maybe even motivates you to donate an extra sample at the next opportunity.

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Behind the scenes

Script and storyboard

An extra sample, what does that mean? What happens to it? And why exactly is it in demand? Our viewer has a lot of important questions, and we need to answer them with the choice of words and visuals.

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We have to find the balance between explaining everything clearly and being concise. Because the viewer should understand everything, yes, but he also has to be willing to watch the video from beginning to end.

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Style Proposal

As we are UZ Gent's long-term video partner, we created a specific visual style for them about ten years ago. We implemented this style in every video we have made for them since, to ensure it's easily recognised. But after all these years, it was time for an update. We opted for something more picturesque, and less angular. More mature and less playful. A style that really can support any message. With this new style we are ready for a new chapter in our partnership.

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