In September 2009 my firm launched a new ad campaign promoting the pediatric affiliation between MetroWest Medical Center (Framingham, MA) and Floating Hospital for Children at Tufts Medical Center (Boston). The campaign graphically demonstrated the connection between the pediatricians and the child. It was very successful and received a lot of attention in the industry.
Recently my team was asked to update the campaign, add some new physicians, and develop a new television component. It was an interesting task to take this shadows campaign and create a very low cost broadcast element. How would we bring this to life on television? The challenge was to use still images of physicians, yet somehow bring the shadows concept alive. We’ve spent the last few weeks working on this assignment and have now finished the TV spot. I love it, and thought I would share it with you here. Enjoy!
Here are a couple of the print ads (a small part of the campaign) including one in Portuguese.