Client: NewYork-Presbyterian
Creative Director: Eric Houseknecht
Associate Creative Director: Rocky Reed
Photographer: Alex Telfer
Art Director: Tim Hurley
Copywriter: Preethi Mahdeviah
Background:
NewYork-Presbyterian is New York's #1 hospital for 17 years in a row. They have 2 world-class hospitals devoted to pediatric care: Morgan Stanley Children's Hospital and Komansky Children's Hospital. Their tagline is "Amazing Things Are Happening Here".
Task:
Create a campaign that promotes NewYork-Presbyterian's children's hospitals.
Insight:
You only get to grow up once. NewYork-Presbyterian treats kids everyday to help them return to their childhood.
Approach:
Instead of turning to stock imagery of sick children, take NewYork-Presbyterian's iconic "Amazing Things Are Happening Here" logo and create a 3D prop version of it for the kids to sit and pose on for the photoshoot. We featured their stories in the print campaign, and expanded it on the nyp.org/kids microsite where people can view additional photos of the kids, read quotes, and learn more about each individual NewYork-Presbyterian children's hospital.
microSITE
In order to add the new patients to the site, we redesigned the site and created a template that helped us unify everything, keeping in mind that previous campaigns had a different visual approach. We also added a 'spring-board' feature below each patient's story and photo to house any relevant quotes, sound bytes, or day-in-the-life photos we got from them. This was a great way to add depth to each patient as well as provide an intuitive and logical place to house links to NewYork-Presbyterians children's hospitals, services, doctors, videos and expertises when aplicable.
