--- title: "Air Liquide: Brand Campaign & Video | Gene" description: "Brand campaign and video case study: how Gene helped Air Liquide, a medical device and respiratory care company, make the invisible toll of untreated sleep apnea visible through The Space Between, a campaign about the distance it creates between couples." image: https://geneworldwide.com/hubfs/gene-migration/assets/uploads/2024/06/AirLiquide-1-768x422.png --- EXPLORE OUR LATEST PERSPECTIVE : [Welcome Back to the Era of Brand Fame](https://geneworldwide.com/news/ai-killed-the-marketing-funnel-brand-fame/?hsLang=en) [![Gene](https://geneworldwide.com/hs-fs/hubfs/gene-migration/assets/uploads/2026/02/Gene_Lockup_Black_RGB.png?width=120&height=28&name=Gene_Lockup_Black_RGB.png)](https://geneworldwide.com/?hsLang=en) - [Capabilities](https://geneworldwide.com/services/?hsLang=en) [01 / Strategy Brand & Creative Strategy](https://geneworldwide.com/services/#strategy) [02 / Creative Campaigns & Culture-Led Creative](https://geneworldwide.com/services/#creative) [03 / Media Omnichannel Media & Investment](https://geneworldwide.com/services/#media) [04 / Experience Digital Experience & Health Tech](https://geneworldwide.com/services/#digital) [05 / Authority Communications & Advocacy](https://geneworldwide.com/services/#advocacy) [06 / Methodology The Brand Dominance Model](https://geneworldwide.com/services/#model) - [Work](https://geneworldwide.com/work/?hsLang=en) [Portfolio Featured Campaigns](https://geneworldwide.com/work/#campaigns) [Proven Impact Case Studies](https://geneworldwide.com/work/#case-studies) [Partnerships Client Roster](https://geneworldwide.com/work/#clients) [Awards Industry Recognition](https://geneworldwide.com/work/#recognition) - [About](https://geneworldwide.com/about-us/?hsLang=en) [Agency Overview Who We Are](https://geneworldwide.com/about-us/?hsLang=en) [Our Belief The Gene Manifesto](https://geneworldwide.com/about-us/#manifesto) [Join Us Careers & The Collective](https://geneworldwide.com/about-us/#careers) - [Insights](https://geneworldwide.com/news/?hsLang=en) [Editorial Articles & Perspectives](https://geneworldwide.com/news/?hsLang=en) [Executive POV Research & POVs](https://geneworldwide.com/news/ai-killed-the-marketing-funnel-brand-fame/?hsLang=en) - [Offices](https://geneworldwide.com/contact-us/#offices) [Global HQ Toronto](https://geneworldwide.com/contact-us/#toronto) [US Office New York](https://geneworldwide.com/contact-us/#new-york) [Let's Talk](https://geneworldwide.com/contact-us/?hsLang=en) Capabilities + [01 / Brand & Creative Strategy](https://geneworldwide.com/services/#strategy) [02 / Campaigns & Culture-Led Creative](https://geneworldwide.com/services/#creative) [03 / Omnichannel Media & Investment](https://geneworldwide.com/services/#media) [04 / Digital Experience & Health Tech](https://geneworldwide.com/services/#digital) [05 / Communications & Advocacy](https://geneworldwide.com/services/#advocacy) [06 / The Brand Dominance Model](https://geneworldwide.com/services/#model) About Gene + [Who We Are](https://geneworldwide.com/about-us/?hsLang=en) [Our Manifesto](https://geneworldwide.com/about-us/#manifesto) [Careers & The Collective](https://geneworldwide.com/about-us/#careers) Work + [Featured Campaigns](https://geneworldwide.com/work/#campaigns) [Case Studies](https://geneworldwide.com/work/#case-studies) [Client Roster](https://geneworldwide.com/work/#clients) [Industry Recognition](https://geneworldwide.com/work/#recognition) Insights + [Articles & Perspectives](https://geneworldwide.com/news/?hsLang=en) [Research & Executive POVs](https://geneworldwide.com/news/ai-killed-the-marketing-funnel-brand-fame/?hsLang=en) Offices + [Toronto (Global HQ)](https://geneworldwide.com/contact-us/#toronto) [New York](https://geneworldwide.com/contact-us/#new-york) [Connect With Us](https://geneworldwide.com/contact-us/?hsLang=en) Case study # Air Liquide The space between. A campaign that made the invisible toll of untreated sleep apnea visible, the quiet distance it creates between couples, even when they share a bed. IndustryMedical Devices & Respiratory CareServicesCampaign Strategy, Brand Campaign Creative, Video Production 01 Strategy ## Sleep apnea doesn’t just disrupt sleep. It disrupts connection. Untreated sleep apnea is more than a medical condition, left unchecked, it quietly erodes patience, emotional engagement, and the shared moments that hold couples together. The campaign targeted this unseen gap directly, aiming to evoke empathy in both sufferers and partners and make the case for treatment feel personal, not clinical. 02 Identity ## A metaphor built to make an invisible condition visible. The space between. 03 Messaging ## A metaphor you could see, and feel. Poignant imagery and film depicted couples lying in bed, feet apart yet miles apart, dramatizing the emotional distance sleep apnea creates. Real couples shared their own experiences on camera, grounding the metaphor in lived testimony and giving viewers permission to see themselves in the story. 04 Activation ## From a medical issue to a relationship issue. The campaign drove significant engagement across platforms, with healthcare providers reporting an increase in sleep apnea consultations following launch. Campaign 05 Measurement ## Campaign results. Couples reached out to say the campaign had sparked conversations about their health and their relationship, exactly the reconnection the work was built to inspire. Campaign reach 6.2M Impressions across video and social Consultations +33% Increase in reported sleep apnea consultations Video completion 71% Full-length view rate on the film Social response 15K+ Shares and comments across platforms Start a Project ## Ready for Similar Category Velocity? 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