---
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
---
[Skip to content](https://geneworldwide.com/portfolio/air-liquide#main)
[](https://geneworldwide.com/?hsLang=en)
[Work](https://geneworldwide.com/work/?hsLang=en) [Who we help](https://geneworldwide.com/#who-we-help) [Capabilities](https://geneworldwide.com/services/?hsLang=en) [About](https://geneworldwide.com/about-us/?hsLang=en) [Insights](https://geneworldwide.com/news/?hsLang=en)
[Score your brand](https://geneworldwide.com/score-your-brand/?hsLang=en) [Contact](https://geneworldwide.com/contact-us/?hsLang=en)
[ TELUS Health MyCare▲ 36% Virtual care](https://geneworldwide.com/portfolio/mycare/?hsLang=en) [ Fullscript▲ 38% Integrative health platform](https://geneworldwide.com/portfolio/fullscript/?hsLang=en) [ Antidote Health▲ 32% Health plan](https://geneworldwide.com/portfolio/antidote/?hsLang=en) [18 case studiesAll work, with results](https://geneworldwide.com/work/?hsLang=en)
[01 · Pharma, medtech, systems, payersEstablished healthcare**▲ 36%** access perception, TELUS Health MyCare](https://geneworldwide.com/healthcare-brands/?hsLang=en) [02 · Wellness, supplements, CPGConsumer health**▲ 38%** MD consideration, Fullscript](https://geneworldwide.com/consumer-health/?hsLang=en) [03 · Seed to Series AEarly-stage health**▲ 52%** brand awareness, KixCare](https://geneworldwide.com/ventures/?hsLang=en)
1. [01Brand & creative strategy](https://geneworldwide.com/services/#strategy)
2. [02Campaigns & creative](https://geneworldwide.com/services/#creative)
3. [03Omnichannel & HCP media](https://geneworldwide.com/services/#media)
4. [04Digital experience](https://geneworldwide.com/services/#digital)
5. [05Communications & advocacy](https://geneworldwide.com/services/#advocacy)
[Talk to us · 60 secondsSend us a message](https://geneworldwide.com/contact-us/#start) [Free · 10 questionsScore your brand](https://geneworldwide.com/score-your-brand/?hsLang=en)
[01Work](https://geneworldwide.com/work/?hsLang=en) [02Capabilities](https://geneworldwide.com/services/?hsLang=en) [03About](https://geneworldwide.com/about-us/?hsLang=en) [04Insights](https://geneworldwide.com/news/?hsLang=en) [05Contact](https://geneworldwide.com/contact-us/?hsLang=en)
[Established healthcare](https://geneworldwide.com/healthcare-brands/?hsLang=en) [Consumer health](https://geneworldwide.com/consumer-health/?hsLang=en) [Early-stage health](https://geneworldwide.com/ventures/?hsLang=en)
[Book an intro call](https://hello.geneworldwide.com/meetings/joe-dee/intro-call?hsLang=en) [Score your brand](https://geneworldwide.com/score-your-brand/?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
## Want results like these?
Book an intro call with a senior strategist, or send us a brief.
[Book an intro call](https://geneworldwide.com/contact-us/?hsLang=en) [See more work](https://geneworldwide.com/work/?hsLang=en)
More work
## Selected case studies.
### [ Antidote Health Disruptive Health Plan Finally. A radical common sense platform crystallizing healthcare coverage and telehealth into one shareable human truth. **▲ 32%**unaided awareness in launch markets](https://geneworldwide.com/portfolio/antidote/?hsLang=en)
### [ Fullscript Integrative Medicine Platform Let’s make healthcare whole. Rebranding an industry-leading clinical dispensing system to win both practitioners and patients. **▲ 38%**brand consideration among MDs](https://geneworldwide.com/portfolio/fullscript/?hsLang=en)
### [ TELUS Health MyCare Virtual Care & Telehealth Care when you need it. Establishing Canada’s leading virtual care service with frictionless access and clinical trust. **▲ 36%**believed MyCare gave them better access to care](https://geneworldwide.com/portfolio/mycare/?hsLang=en)
## Let's create demand your category can't ignore.
[Senior strategistBook an intro call](https://hello.geneworldwide.com/meetings/joe-dee/intro-call?hsLang=en) [60 secondsSend a message](https://geneworldwide.com/contact-us/#start) [10 questionsScore your brand](https://geneworldwide.com/score-your-brand/?hsLang=en)
[hello@geneworldwide.com](mailto:hello@geneworldwide.com)
The independent demand agency for healthcare. Toronto and New York.
Google Partner · Meta Partner
#### Who we help
- [Established healthcare](https://geneworldwide.com/healthcare-brands/?hsLang=en)
- [Consumer health](https://geneworldwide.com/consumer-health/?hsLang=en)
- [Early-stage health](https://geneworldwide.com/ventures/?hsLang=en)
#### Capabilities
- [Strategy](https://geneworldwide.com/services/#strategy)
- [Creative](https://geneworldwide.com/services/#creative)
- [Media](https://geneworldwide.com/services/#media)
- [Digital](https://geneworldwide.com/services/#digital)
- [Communications](https://geneworldwide.com/services/#advocacy)
- [Score your brand](https://geneworldwide.com/score-your-brand/?hsLang=en)
#### Gene
- [Work](https://geneworldwide.com/work/?hsLang=en)
- [About](https://geneworldwide.com/about-us/?hsLang=en)
- [Perspectives](https://geneworldwide.com/news/?hsLang=en)
- [Careers](https://geneworldwide.com/about-us/#careers)
- [Contact](https://geneworldwide.com/contact-us/?hsLang=en)
© 2026 Gene Worldwide Inc.
[Privacy](https://geneworldwide.com/privacy-policy/?hsLang=en) [Terms](https://geneworldwide.com/terms/?hsLang=en) [Cookie settings](https://geneworldwide.com/cookie-settings/?hsLang=en)
[LinkedIn](https://linkedin.com/company/geneworldwide) [Instagram](https://instagram.com/geneworldwide) [YouTube](https://youtube.com/@geneworldwide)
[Book a call](https://hello.geneworldwide.com/meetings/joe-dee/intro-call?hsLang=en) [Score your brand](https://geneworldwide.com/score-your-brand/?hsLang=en)
## Book an intro call
Pick a time that works. You'll talk to a senior demand strategist, not a sales rep.
Close
Loading calendar…
View
```json
{
"@context" : "https://schema.org",
"@id" : "https://geneworldwide.com/#organization",
"@type" : "Organization",
"description" : "Gene is the independent demand agency for healthcare: brand, creative and media working as one system to grow patients, clinicians and buyers.",
"email" : "hello@geneworldwide.com",
"knowsAbout" : [ "Healthcare demand generation", "Healthcare marketing", "Healthcare branding", "Brand strategy", "Creative advertising", "Omnichannel media", "HCP marketing", "Demand Dominance Model" ],
"legalName" : "Gene Worldwide Inc.",
"logo" : "https://7569899.fs1.hubspotusercontent-na1.net/hubfs/7569899/gene-migration/assets/uploads/2026/02/Gene_Lockup_Black_RGB.png",
"name" : "Gene",
"sameAs" : [ "https://linkedin.com/company/geneworldwide", "https://instagram.com/geneworldwide", "https://youtube.com/@geneworldwide", "https://twitter.com/geneworldwide" ],
"url" : "https://geneworldwide.com/"
}
```
```json
{
"@context" : "https://schema.org",
"@id" : "https://geneworldwide.com/#website",
"@type" : "WebSite",
"name" : "Gene",
"publisher" : {
"@id" : "https://geneworldwide.com/#organization"
},
"url" : "https://geneworldwide.com/"
}
```