With the concept “Ta hand om dig / Take Care,” we wanted to shift the perception of Kry from being seen as a digital healthcare app, with heritage as a digital startup, to showcasing the full range of care they actually provide.

"Kry was the first to make digital healthcare accessible to everyone. The next step is to make the same journey in physical healthcare. Healthcare needs to move from being a system that says ‘you have to wait in line’ to becoming a partner to the patient. That’s a big shift — and it’s one we at Kry intend to lead,” says Wera Wiktorin, Marketing Director at Kry.

The new platform positions Kry as the healthcare provider people turn to with questions or worries about their health. But also as a partner that encourages people to proactively take care of themselves.

The first campaign shows unfiltered, relatable moments from everyday life that many people can recognise themselves in. The scenes are set to a new interpretation of Bill Withers’ iconic song “Lean on Me,” performed by Jelly Crystal.

The process was compressed and built on close collaboration with the team at Kry - balancing creative attraction with the need to talk about healthcare and symptoms in a medically correct way.