The Challenge
Essity needed to earn the trust of the people who matter most: the nurses actually using their products. That means proving you understand a shift before you try to sell something for it.

The Idea
No two shifts are the same. So instead of a product ad, we wrote a day. A real, unvarnished, tuna-sandwich-and-a-blocked-catheter kind of day. Each execution followed a different nurse through their shift, listing everything they actually do, in order, in full. Essity's role in that day arrived not as a claim, but as a trusted conclusion.

The Work
A series of trade press and social ads, each built around a different nursing specialism: community, surgical, nursing home and more. The format was deliberately document-like, which made it feel less like advertising and more like recognition.