THE SCIENCE OF BRANDING
The oldest health system ever unknown. Not only did the University of Cincinnati cure Polio, but they invented Benadryl and had a strategic hand in proving out the vaccine for COVID-19. But nobody knew who UC Health was. Our job was to uncover the story of science. At a time when science was most in jeapordy of losing its luster, UC Health needed a plan to shine as a leading health care brand.
We chose to tell their story without the traditional compassionate hand holding and sappy healthcare music score. Science is not soft or safe, At UC Health, science takes bold and aggressive steps, so the advertising needed to take bold steps as well.
WHAT DO YOU SEE?
From aggressive camera moves to colorful bursts of animated biology and music that broke the mold of Midwest medical advertising, the UC Health campaign tested off the charts among the patient sample.