Essity, a global leader in health and hygiene, has teamed up with Publicis London to unveil the first-ever brand campaign for its wound care line, Cutimed. Titled “Imagine a World,” the campaign aims to change public perception of chronic wound care while shining a light on the science and innovation behind the brand’s advanced healing technologies.
The campaign features a 38-second master brand film, supported by shorter digital and social media spots. Combining scientific precision with emotional storytelling, the creative brings to life Cutimed’s core belief that every wound — even chronic ones — deserves the right to heal.
“Cutimed stands apart in the wound care category thanks to its intelligent technologies,” said Lisa Myers, Global Marketing Communication Manager at Essity. “Our new campaign uses cutting-edge CGI to illustrate the remarkable science behind our products. By positioning Cutimed as the forward-thinking healing partner that healthcare professionals have been seeking, we’re driving awareness and redefining standards in chronic wound care.”
The initiative also highlights Cutimed’s flagship products, including Sorbact and Sorbion, two innovative wound dressings designed to accelerate healing while reducing infection risks. Each visual in the campaign captures the intricate balance between biology and technology, illustrating how Cutimed’s scientific advances are reshaping modern wound management.
Through “Imagine a World,” Essity and Publicis London aim to make chronic wound care more visible, compassionate, and scientifically understood — bridging the gap between medical expertise and public awareness. The campaign not only repositions Cutimed as a pioneering force in healthcare but also humanizes the category by emphasizing hope, progress, and dignity in healing.
