Music to my brain
Creative idea
Regina Maria’s mission was to improve the MRI experience for those with anxiety. Based on the findings that patients who can hear music in the sounds of the MRI are less prone to panic attacks, we created the first audio tool that trains the brain to perceive the noise inside the MRI as music. A scientific team and musicians arranged MRI sounds into an earworm song. Through repeated listening before the investigation, patients trained their brains to trigger musical imagination to fight off anxiety. The training expanded throughout the entire patient journey from the first appointment to the actual MRI.
Brand name: Regina Maria
Advertiser / client: Regina Maria Private Healthcare Network
Product / service: Healthcare
Campaign name: Music to my brain
Agency network: PUBLICIS
Agency: Publicis Romania, Digitas Romania
Media agency: Media-tique
Digital agency: Digitas Romania
Production company: Abis Studio S.R.L.
Web address: https://www.reginamaria.ro/rmn-music-to-my-brain
Agency chief executive officer: Alexandru Badila
Executive creative director: Silviu Nedelschi
Creative director: Ana-Maria Taralunga
Art director: Catalin Grigore
Copywriter: Ana-Maria Taralunga, Mihaela Neatu
Designer: Marius Farcasanu
Account director (agency): Adina Albu
Client account director: Liliana Niculescu
Media director: Lavinia Buzi
Strategic planner / strategist: Elis Iaia
Senior planner: Raluca Kovacs
Pr director: Teodora Cristea
Illustrator: Madalin Dragnea
Film production: Abis Studio
Director: Gabi Antal
Music: Music to my brain - Frequency beats - Marius Moga
Agency producer: Alexandru Calin
Post production: Abis Studio
Digital production: Digitas Romania
Digital strategist: Elis Iaia
Digital creative: Marius Farcasanu
Additional company: Alexandra Trofin & Calin Buzea, Co Managing Directors
Bianca Moga-Lapuste, Strategic Planner
Teodora Cîrstea, Communications Manager
Andreea Grigorean, Corporate PR Manager
Andreea Nedeianu, Client Lead
Antonia Gherasim, Client Manager
Miruna Grecu, Digital Client Manager
Veronica Ciacoveanu, Digital Account Director
Liliana Niculescu, Brand Manager
Cristiana Vago, Marketing&PR Manager
Greta Redeleanu, Marketing Director
