Gundersen Health Systems "Meditation"

kaboom and director michele atkins reunite with agency Preston Kelly on a new Love + Medicine campaign for Gundersen Health System. This year’s campaign, the fourth collaboration between Kaboom, director atkins and Preston Kelly, takes inspiration from real patient stories whose lifestyle changes are central to a happier, healthier existence.

At the heart of each narrative featuring a diverse series of challenges and how the simple adoption of exercise, meditation, and healthful eating can have a big impact. atkin’s directorial approach, observational and naturalistic, imbues each spot with a sense of welcoming and warmth. This year’s campaign also includes companion pieces, 15 spots that offer additional vantage points on health: a cyclist’s eye view, the Zen of meditation, and a smoothie recipe brought to life with stop motion.