Sydney IVF Reborn as Genea
Sydney IVF in Australia is running a live-birth-focused advertising campaign to promote the fertility clinic’s rebranding as Genea. A television commercial, filmed in a New Zealand birthing suite, presents the aspirations of parents longing to be able to give birth to their own children. Two versions of the commercial are being aired, one rated PG and one rated M, with a single frontal shot the only difference between the two. The name change comes as the Sydney IVF clinic has developed programs such as Fitness for Fertility, IVF, genetics, PGD, research and stem cells, in more locations than Sydney. The name Genea (pronounced jen-ay-a) originates from ancient Greek, and means family.
The Reborn campaign was developed at Rhodes Shapter by creative directors Dale Rhodes and Geoffrey Corbett, strategic planning directors Grant Baker and account dierctor Christina Lalogianni.
Media was handled by MEC.