Hello Life
The client asked for a teaser campaign leading up to a new logo reveal. Our solution was much bigger, and the campaign became front page news. We were able to take the creative brief and distill in two words the consumer benefit the hospital delivers. Hello life. These two words became the teaser campaign, applied in bright colors and lively fonts onto stickers, t-shirts and outdoor posters. People who saw it could only speculate who was behind the message until the Birmingham News ran the story on the front page of the newspaper. Traditional media and employee education helped spread the big idea, and Hello Life became synonymous with Brookwood Medical Center. Rather than focus on what is potentially scary for a patient, we focused on positive outcomes. And in a very crowded healthcare market, we managed to distinguish Brookwood from the competition.
Teaser campaign stickers
Print ads ran in newspaper and magazines as a branding ad with a subtle nod to service lines.
Phase two of the campaign focused directly on service lines, specifically minimally invasive surgery.
Campaign was produced by Red Square Agency. My role in the project was art direction and creative direction as an ACD.