A large billboard shows an illustration of a brain with strong arms flexing with lightning bolts behind it. Text on the right reads “What if we could strengthen our brains against dementia?”. Two Aster Awards are shown in the bottom left corner.

A fresh direction for a traditional category.

 

Re-thinking healthcare advertising.

We worked with Cult Collective to create a campaign showcasing Penn Medicine’s history of innovation, leading-edge discoveries and specialized treatments. We wanted to design a visually bold and colourful campaign that matched the energy and boldness of the institution itself. Creating a series of OOH, print, online video and television spots, we then directed the talented team at Sarofsky to produce the final illustrations and animated commercial. This campaign has been awarded both gold and silver at the 2023 Aster Awards, an institution which recognizes excellence in medical marketing.

Campaign Concepts • Art Direction • Typography • Illustration Direction

Two large colourful print ads are shown side by side, with a woman walking in front. Each ad asks the viewer health questions, like “What if we could unlock the future of medicine?” with related graphic illustrations on the left.
An open magazine sits on a grey background showing a two page ad. It reads “What if you could get your cancer care at home?”. An illustration of a house on a hill that doubles as an IV bag is on the left page, extending to cover the full spread.
An animation reading “What if…” flips to an illustration of a close-up of a doctor holding a tablet that shows a fingerprint. The illustration then flips to show the Penn Medicine logo on a red background.