Attracting young talent in healthcare is more competitive than ever. In this example, Charité shows how authentic video content can strengthen employer branding and connect with future apprentices in a meaningful way.
Brief
Charité Berlin wanted a unique and honest video to attract new apprentices. The key requirement: it had to be bold. The message: Things don’t always run smoothly at Charité—and yes, it can get really intense. But that’s exactly what makes it special. Because here, you experience meaningful moments alongside people who are truly passionate about what they do.
Solution
We developed a concept that closely connects Charité as a training ground with the energy of the city of Berlin.Charité and Berlin—they don’t just belong together. They share the same blood, the same heartbeat, the same passions, strengths, and flaws. In short: they’re a perfect match. Inspired by the TV series The Bear, we created a fast-paced, engaging, and highly entertaining video that captures the driving pulse of everyday life at Charité. For the finale, we brought in acclaimed Berlin-based songwriter Jens Friebe, who added the perfect musical touch.
Result
The video struck a chord with the target audience and earned high praise for Charité’s HR and marketing teams. It also generated strong engagement on social media—well beyond the Charité community. One comment sums it up nicely: “To be honest, this is the best image film I’ve ever seen from a hospital.” They might be onto something.
