Sanitas BluaU

Agency: Darwin Social Noise
Client: Sanitas
Campaign: Blue Canvas

In the current context, healthcare digitalization is becoming vitally important. In the past medical consultation via video was a service that few clients resorted to, however, it has now become a necessity for everyone.

With bluaU, the evolution of blua, the digital health insurance that brought about a revolution in healthcare management a few years ago, Sanitas takes another step forward in digital medicine, once again anticipating the trend in the sector.

As part of its services, as well as video consultations, BluaU includes the measurement of vital signs through facial imaging, digital prevention programs, monitoring of health markers and daytime digital consultations, among others.

From its position as a leader of innovation, Sanitas opens a universe of possibilities, and imagination becomes the central concept of the campaign, created by the creative agency Darwin Social Noise: a blank canvas on which everything can be painted… but in bluaU it’s a “blue canvas”, in Sanitas blue and futuristic blue, which firstly allows us to imagine, and then make everything come true.

Sanitas pioneering and technological position is also reflected in the proposal to use innovative technology in the campaign’s production through the use of the VFX Unreal Engine graphic engine, which was created for video games, and which was introduced to the world of film production by The Mandalorian show.

The TV commercial has been directed by David Alcalde and produced by La Joya Producciones.

Darwin Social Noise has been responsible for creating the entire communication strategy and the launch campaign. The media buy for the campaign includes television, outdoor, print, digital and social media.

Spot 45”

Spots 20”

Making of spots



Radio Slot


Atocha Station

Screens at Renfe Stations and
Shopping Malls

Fact Sheet:

Agency: Darwin Social Noise

Advertiser: Sanitas

Product: Seguros de salud

Client Contacts: Luisa Escribano, Marina Rosas, Alejandra Carriedo, Gema García, Joan Miró y Alfonso Masedo.

Media Agency: Ymedia

Creative President: Carlos Sanz de Andino

CEO: Alberto Martínez

Account Director: Javier Alejandre

Account Team: Soraya Zamorano, Ana Fons, Miguel Lamas y Javier de Prada

Executive Creative Director: Óscar Moreno

Creative Team: Alicia Vilches, Pablo Mendoza, Irati Rincón y Pablo Vecilla

Audiovisual Production Director: María Jiménez

Production Agency: La Joya Producciones

Director: David Alcalde

Producer: Noelia Lobo

Post-Production Studio: Wework Factory

Title: “Blue Canvas”

Campaign Pieces: 45 second and 20 second spots, digital ads, print, outdoor, digital and social media.