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Integrated brand campaign for a not-for-profit medical system with locations across North Carolina.
We knew that for a hospital to deliver both Empathy and Expertise might sound like a tall order to our audience, so we sought to show how it’s not that hard: NC towns combine disparate traits all the time.
This "town traits" approach also gave us a chance to build on local pride, which was important in making the statewide system feel like a system – to employees as well as to local residents. A fun bonus was that, in the process of making what turned out to be eight different spots, we got to explore all kinds of fascinating places in North Carolina.
My advice: If you're ever in Siler City, stop by the local hardware store. It's one part museum, one part town gathering hall. And they have the nicest staff on the planet. One gentleman, who you might spot at :24 in the "Artistic and Down-to-Earth" video, pulled me aside, nodded to my 6-year-old daughter, and asked if he could give her a wooden train whistle. It was a noisy car ride to the next town, but I didn't mind.
ADs: Kayce Lomas, Anne Mauser
CDs: Lindsey Bennett, Scott Ballew
Editor: Amanda Moreau - Beast, NYC
Integrated brand campaign for a not-for-profit medical system with locations across North Carolina.
We knew that for a hospital to deliver both Empathy and Expertise might sound like a tall order to our audience, so we sought to show how it’s not that hard: NC towns combine disparate traits all the time.
This "town traits" approach also gave us a chance to build on local pride, which was important in making the statewide system feel like a system – to employees as well as to local residents. A fun bonus was that, in the process of making what turned out to be eight different spots, we got to explore all kinds of fascinating places in North Carolina.
My advice: If you're ever in Siler City, stop by the local hardware store. It's one part museum, one part town gathering hall. And they have the nicest staff on the planet. One gentleman, who you might spot at :24 in the "Artistic and Down-to-Earth" video, pulled me aside, nodded to my 6-year-old daughter, and asked if he could give her a wooden train whistle. It was a noisy car ride to the next town, but I didn't mind.
ADs: Kayce Lomas, Anne Mauser
CDs: Lindsey Bennett, Scott Ballew
Editor: Amanda Moreau - Beast, NYC
"History and Generosity"
"Handcrafted and Global"
"Artistic and Down to Earth"
"Complete Care - Anthem"
categories: Video, Healthcare, Two Things at Once