Best Care
Client – Danone Nutricia
Industry – Specialised Nutrition
Project Type – Comporate Culture Video
The Challange
Nutricia came to us with a simple brief: make a film about Best Care and win the Danone Film Festival.
Best Care was a group-wide Danone initiative encouraging its companies and employees to make a real difference in people’s lives through concrete programmes and actions, supporting customers, employees and people with no connection to the company.
Across the Danone Group, companies and local operations around the world took part, each bringing Best Care to life in their own way. Their stories were then turned into films and presented at an international Danone festival, where they would compete against each other. We had one clear goal: to win.
„When our film appeared on screen, the usual murmur in the audience faded away. After the scene with Eryk, everyone fell silent. Thank you. We won second prize at the festiwal.”
Magdalena Pabiasz, Nutricia
Our Creative Approach
Behind every large corporation are real people with real emotions. If we wanted to win, we had to get under their skin and stay there, so they would still be talking about our film in the corridors afterwards.
We did not want to make the film about the programme. We wanted to make it about the emotions of the people it had actually touched.
We asked Nutricia to introduce us to three people who had genuinely benefited from Best Care: a customer, an employee and someone with no connection to the company.
Before we wrote a script or turned on a camera, we spent hours talking to them. The most powerful stories are often the ones you would never think to write into a script yourself.
Nine-year-old Eryk told us that he liked coming to the day centre because it showed him that adults were not his enemies after all. Marta, 33, described her mother’s terminal illness as both the most difficult and the most beautiful period of her life.
Those real emotions became the heart of our story.
From that point on, everything in the film served the same purpose: emotion first, information second. We did not introduce the characters with conventional establishing shots or explain their worlds upfront. We let the audience piece them together.
A landscape. A glimpse of an interior. A detail. A voice. And only then did the person and the place come into view.
We wanted the audience to lean forward before they even realised they were doing it.
The Result
After many successful projects together, Nutricia gave us complete creative and production freedom. At the final review, the film completely blew them away, but its unconventional approach also made them wonder whether we had gone too far.
We reminded them: if we wanted to win, we had to stand out. They trusted us.
The film took second place at the Danone Film Festival, competing against hundreds of films from Danone companies and operations around the world. Even with the goal of winning, neither we nor the client expected such a result.
