Título | The Power of Answers, OOH |
Agencia | TBWA\Chiat\Day New York |
Campaña | You Know Where to Go |
Anunciante | Mayo Clinic |
Marca | Mayo Clinic |
Fecha de primera difusión/publicación | 2020 / 9 |
Sector Empresarial | Salud y productos farmacéuticos |
Sinopsis | Mayo Clinic continues to position itself as a beacon of hope for patients, today unveiling its latest extension to the You Know Where to Go campaign in partnership with actress and activist Viola Davis. Taking a bolder, more reassuring tone than in previous work, “The Power of Answers” is stunningly mesmerizing, aiming to visualize the impact of certainty on a mind consumed by the unknown. Grounded in research, innovation, and teamwork, Mayo Clinic is a true leader in the medical field specializing in an integrated care model leading to an accurate diagnosis for patients. With a relationship spanning three years, TBWA\Chiat\Day New York continues to champion its Disruption® DNA, working alongside Mayo Clinic to challenge the medical category conventions of advertising. The result: a scientifically informed artistic interpretation of the power of an answer in a patient’s mind. Leaning into Mayo Clinic’s innovative and tech-forward mission, TBWA\Chiat\Day NY and production company Psyop developed the images seen in the film taking inspiration from imaging tractography software (Trackvis), MRI data and 3D modeling. Sherri Gilligan, Chief Marketing Officer at Mayo Clinic notes, “While Mayo Clinic can’t promise each patient a cure, we can uncover answers that spark hope and optimism for those who have seen so little. This campaign holds an incredibly powerful brand message that speaks to who we are at our core: an organization on the relentless pursuit of answers for our patients.” Walter Connelly, TBWA\Chiat\Day NY Executive Creative Director, adds “We wanted to fuse science and art to show the journey of the unknown to the known. The visualization of a beautiful collection of synapses firing was the red thread throughout the work, tying everything together. It illustrates the power of an answer, the power of Mayo Clinic.” |
Medio | Exterior |
Duración | |
Director de publicidad | Mayo Clinic |
Chief Marketing Officer (CMO) | Sherri Gilligan |
Division Chair | Molly Biwer |
Brand Strategy and Creative Studio | Molly Biwer |
Director ejecutivo de creación | Wes Weleczki |
Senior Creative Director | Anna Stassen |
Director Brand Strategy | Jeff Warnock |
Manager Brand Strategy | Chastity Kessler |
Marketing Manager | Lauren Spiceland |
Marketing Manager | Gary Stinnett |
Mayo Clinic Health System | Gary Stinnett |
Responsable de la creación | Chris Beresford-Hill |
Director ejecutivo de creación | Walter Connelly |
Director creativo adjunto | Shannon Murphy |
Associate Copywriter | Alli Walker |
Director artístico | Royston Ang |
Director creativo adjunto | Ashley Veltre |
Director artístico | Ashley Veltre |
Director creativo adjunto | Holden Rasche |
Responsable de conceptos / redactor | Holden Rasche |
Director artístico adjunto | Belen Aragon |
Senior Producer | Ruganzu Riggs Howard |
Strategic Business Lead | Shannon Nunn |
Business Director | Rosalie Jones |
Business Manager | Emily Downs |
Executive Strategy Director | John Gibson |
Strategy Director | Nus Madraswala |
Strategist | Carlin Dixon |
Director of Integrated Business Affairs | Thalia Tsouros |
Integrated Business Affairs Manager | Anne-Camille Charpié |
Communications | Asheden Hill |
CEO | Rob Schwartz |
President | Nancy Reyes |
Productora | Psyop |
Realizador | Shane Griffin |
Productor ejecutivo | Andrew Linsk |
Senior Producer | Angela Foster |
Sonido | Wave |
Ingeniero de sonido | Chris Afzal |
Productor ejecutivo | Vicky Ferraro |
Producción musical | Human |
Productor ejecutivo | James Dean Wells |
Creative Lead | Mike Jurasits |
Compositor de música | Ed Dunne |
Additional Arranging | Jonathan Hubbell |
Empresa de creación sonora | Mike Jurasits |
Empresa de creación sonora | Daryl Pinsdorf |