| Title | Music To My Brain |
| Agency | Publicis Romania |
| Campaign | Music To My Brain |
| Advertiser | Regina Maria |
| Brand | Regina Maria |
| Date of First Broadcast/Publication | 2024 / 4 |
| Business Sector | Hospitals, Healthcare facilities & Medical Services |
| Story | Based on the finding that patients who can hear music among the sounds of a medical machine are less prone to experiencing panic attacks, the agencies Publicis, Digitas and Publicis Relations, in collaboration with the Romanian songwriter Marius Moga, have created MUSIC TO MY BRAIN – the song composed for Regina Maria Private Healthcare Network that prepares the way our brains perceive the sounds of an MRI and help reduce anxiety during the investigation. |
| Philosophy | For many patients, MRI investigations are among the biggest sources of anxiety. The enclosed space and intense sounds can create a high level of discomfort, affecting the patient's condition, as well as the quality of the procedure and of the result. However, anxiety can be reduced if you know what to expect before your MRI appointment. Those who can associate the seemingly chaotic sounds of MRI with music are less prone to panic attacks. In other words, when the brain can attribute a sense and a melodic line to disparate sounds, they seem less threatening. That's the conclusion reached by NARA CELL T, in a study recently conducted for the Regina Maria Private Health Network. And thus, MUSIC TO MY BRAIN was born - the melody that reorchestrates the sounds of the MRI machine and turns them into music that you can play in advance, to get accustomed to what you’re going to hear in the machine, from the safe space of your home. To condition the brain and silence the fear of an exam that could save lives, the specially designed song was seeded along the patient’s journey, from the doctor’s appointment to the actual MRI, from Regina Maria Private Health Network’s Call Centre to Spotify, Apple music, YouTube, Deezer, Amazon music, to MRI Home Kit and Imaging waiting rooms in all the Network’s clinics and hospitals. |
| Media Type | Case Study |
| Length | |
| Agency | Digitas Romania |
| Creative Director | Ana-Maria Taralunga |
| Executive Creative Director | Silviu Nedelschi |
| Chief Strategy Officer | Raluca Kovacs |
| Junior Strategic Planner | Bianca Moga-Lăpuște |
| Senior Art Director | Cătălin Grigore |
| Senior Copywriter | Mihaela Neațu |
| Digital Art Director | Marius Fărcăsanu |
| Video Editor | Roland Împușcatu |
| Senior Client Lead | Adina Albu |
| Communications Manager | Teodora Cîrstea |
| Communications Specialist | Mirela Stoian |
| AV Production Manager | Alexandru Calin |
| AV Production Director | Camelia Efrimov |
| Digital Client Lead | Veronica Ciacoveanu |
| Client Lead | Andreea Nedeianu |
| Client Manager | Antonia Gherasim |
| Digital Client Manager | Miruna Grecu |
| PR Officer | Andreea Grigorean |
| Production Company | ABIS Studio |
| Post Production | Mad.animator |