Faced with a growing need for more healthcare professionals, the challenge was to craft a narrative so powerful and authentic that it would inspire new talent to enter the nursing field while maximizing value without traditional media spending.

In partnership with Saville Productions.

Enter "5B," a groundbreaking documentary directed by Academy Award nominee Dan Krauss. Born from a J&J advertising brief, this film made history as the first brand-sponsored film to premiere at the Cannes Film Festival. It was more than just a film; it was a bold statement showcasing the heroism of nurses during times of crisis and a strategic tool to attract new recruits to the profession. In partnership with Saville Productions, J&J leveraged the film’s compelling storytelling to engage audiences and inspire conversations about the vital role of nurses in healthcare.

The impact was extraordinary. "5B" not only recouped all production costs without any media expenditure but also generated over $11.75 million in media value and amassed an astonishing 987 million social impressions. With critical acclaim pouring in, the film achieved a perfect score on Rotten Tomatoes and won numerous prestigious awards, solidifying its status as a cultural touchstone. This strategic endeavor not only transformed perceptions of nurses but also positioned Johnson & Johnson as a leader in meaningful storytelling, showcasing the brand’s commitment to championing the heroes of healthcare and attracting the next generation of nursing talent.