Persistent misconceptions about their work made it harder for Wit-Gele Kruis to attract new talent. Behind the scenes, thousands of caregivers do essential work every single day—but that story often went unseen or misunderstood. Four 15-second and four 30-second ads, all in three formats.
We handled the complete trajectory: creative development, production planning, full shot list, shoot day, and post-production. The campaign put the real heroes in the spotlight—the caregivers themselves. By breaking myths with authentic stories and powerful visuals, Wit-Gele Kruis transformed its employer brand image.
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