In "Tiny Miracles," an emotional video timed to Neonatal Nurses Day, Kleenex reunited a NICU (neonatal intensive care unit) nurse with the children whose lives she saved at birth. With lots of tiny hands, itty-bitty scrunched-up faces, and newborn photos, the whole thing is designed to make you bawl like a baby.
Working in the NICU is emotionally draining. As nurse Renee, the star of this piece, points out, they never know if the babies will make it through the shift. Nonetheless, she's carried on tirelessly at the WellStar Kennestone Hospital in Marietta, Ga., for the last 33 years.
To surprise this miracle worker, Kleenex showed Renee a short video in which tearful parents express gratitude for her love and care. Then a bevvy of parents and children from the video enter the room for an emotional reunion.
It's part of an online series created by VIMBY, in partnership with the Facebook Creative Shop, for Kleenex's "Someone Needs One" campaign, which notably includes another story that went viral: the one with Chance the wheelchair-bound dog.
Since going live on Sept. 15, "Tiny Miracles" has received almost 2.5 million views on YouTube and more than 2 million more on Facebook. It's probably safe to say Kleenex has sold a few boxes of tissues since to keep up with the waterworks.
CREDITS
Client: Kleenex
Agency: VIMBY, Facebook Creative Shop
Executive Creative Director: Adam Reno
Producer/Director: Carrie Stett
Director of Photography: Jesse Aragon
Production Company: VIMBY
Editor: Nick Varley
Media Agency: Mindshare
Kleenex AOR: VSA