This was  global print campaign to reposition an injection that protects premature babies against a respiratory virus. The virus is often seen as a minor complication during the infection, but the result is a childhood with damaged lungs. This affects the child’s ability in sports and physical activities – and if their ability to play sport is destroyed, their dreams of being a sporting hero can be destroyed too.

The insight was that kids treated with the drug would have no boundaries on their imagination or ambitions – they could dream big. The campaign is designed to engage doctors (who normally only see the issue from a clinical data perspective) to engage the topic from an emotional angle and consider the long term issues of the virus.

This was an ambitious shoot in the UK and Hungary with a top-class photographer and huge attention to detail with costumes, props and talent; plus a wider suite of supplementary imagery for use in detail aids and the other aspects of the campaign.