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When Hackensack Meridian Health wanted to do a brand relaunch, they wanted us to do a traditional, sixty-second launch spot that talked about all the things that made the hospital unique. They then proceeded to hand us about 81 different points that made them unique, which worked out to less than a second per talking point. Instead, we talked them into doing a series of fifteen second spots that focused on one talking point, making it easier to digest How Healthy Happens. The resulting work made their new CMO smile, and think twice about putting the account into review.