WINNER 2018 GOLD EFFIE
Playing second fiddle isn’t for everyone. And when the 2nd largest hospital network in Western Pennsylvania found out they were rated #1 in hospital care, they wanted a TV campaign to tell everyone about it. Cue the calls for an anthemic spot featuring stoic-looking doctors, smiling nurses and stock photo-inspired life moments. Then, simply top it off with our shiny new #1 claim and call it a day.
How about a second opinion?
Rather than tell people how great our care was, we showed them instead. For 30 straight days, we mined and filmed actual patient stories, in real-time. And every day that we shot a story, we sent the footage back to our editor to air the following week.
Stories came to us as moments of life and death unfolded, and we told those human stories without a filter. The reception was massive as featured doctors suddenly saw an uptick in referrals and their call center volume tripled, helping to earn this campaign a 2018 Gold Effie.
Shot by Oscar-winning cinematographer, Emmanuel Lubezki.
Every hero needs a sidekick.
A new truck accessory company came to us with a limited budget and big news. They also had a dragon to slay in the category, as truck bed covers were commonly viewed as cumbersome and limited one’s bed access. Lucky for us, there were public domain melodies in existence to help us show drivers that our offering was no song and dance.
Explosive Lives. Dangerous Art.
Publicly funded museum exhibitions aren’t typically known to be controversial. But regarding Frida Kahlo and Diego Rivera, there was an elephant in the room: a life of infidelity, tragedy, tequila and a dialog with more explosiveness than the pistol he kept.
Their lives and their art were intertwined. And to get people excited about their art, we made the campaign all about their lives, captivating the imagination of would-be museum goers.
Audi LED technology allows you to own the night.
There are some places only a truck can take you, like closer to your teenage son.
Grip conquers slip.
With the power of quattro, you can steal nature’s thunder. We surprised the client with this spot, building a memorizing film using only existing footage, for dealers to run on rainy days.
A pioneer in luxury all-wheel drive capability, quattro was born from the same adventurous spirit as the world’s most legendary explorers. We created these unique :15 OLVs from a running footage package shot in West Yellowstone, MT.
To own the soul of the truck category, you have to talk more than torque. For the biggest investment in a product launch in GM history (at the time), we created a campaign blueprint not simply built for a truck, but for a code of living.
The idea of Purple Roads was crafted in partnership with the American Cancer Society to raise awareness and support for their Road to Recovery Program, which provides people free rides to cancer treatment.
And in just under a week, we got 1.4 million people to turn their profiles purple, raising $1 million for the ACS.