Medline x NASDAQ
Woven Into Healthcare

Sometimes big brand work stems from something unexpected. In this case, it was a baby blanket (you know the one). For a holiday social video, we had Medline employees share hospital photos of their first moments spanning generations—some wrapped in the Kuddle-Up blanket as newborns, others holding newborns of their own.

The response revealed an even larger story. The blanket wasn’t simply a part of Medline’s history. It symbolized how the company had grown from its roots in textiles into an organization woven into healthcare itself—uniting an industry-leading supply chain, products across every point of care and technology reaching from manufacturing to the bedside.

Then came Medline’s 60th anniversary and historic NASDAQ IPO. With a NASDAQ-sized media moment and a decidedly un-NASDAQ production budget, we did what creatives do best… we got scrappy, reimagining existing footage into 30s/15s CTVs, recording VO ourselves and stretching the concept into OOH at O’Hare.

Ultimately, what began as a deeply human holiday story became Medline’s first public-facing brand campaign as a newly public company.