Yuri van Poppel (Creative Director The Cre8ion Lab): “Máxima MC, or MMC as it is commonly called, has a vision that looks beyond the short or medium term. MMC stands for 2100 in Roman numerals. People are being born now who will reach the year 2100. They will age very differently than we currently think we know. With this campaign, we show that MMC is always there, no matter what happens, for everyone, for a lifetime.”

Inge van Nuland (Head of Communications Máxima MC): “Relevance and meaning are more important to us as a hospital brand than ever. We feel the obligation to look at life and care with and for this generation already now. With a view to 2100, we have a unique perspective that directly stems from who we are, and guides everything we do.”

Loek Jurres (Founding Partner The Cre8ion Lab) adds: “By looking so far ahead, we continuously force ourselves to anticipate all changes in care, society, and the rapidly growing Brainport region. Being close to all people is something we take literally. From the warm brand personality of Máxima MC, we ensure this is present in every contact moment."

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