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Camp + King Chicago Creates Emotive Campaign for NorthShore University HealthSystem

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The campaign by Camp + King and Fiona Media Company highlights the support patients should feel from their health care providers

Camp + King Chicago Creates Emotive Campaign for NorthShore University HealthSystem

Camp + King has developed the next evolution of brand advertising for NorthShore University HealthSystem, a comprehensive, and integrated healthcare delivery system headquartered in Evanston, Illinois, that serves the greater North Shore and northern Illinois communities.

The agency was awarded the assignment to evolve NorthShore’s “Healthcare for What's Next” platform across brand-focused creative elements that include broadcast, digital, social, radio, print, and OOH. The media buy will target the Chicago DMA as well as the greater North Shore and northern Illinois communities.

Camp + King’s strategic challenge: to help differentiate the NorthShore brand in a sea of sameness.

“The new brand work celebrates how NorthShore’s patients feel about the compassionate care they receive,” said Kristin Barbour, Managing Director at Camp + King Chicago. “It’s not just the superior clinical expertise they deliver, it’s a relationship that makes you feel cared for inside and out.”

Each of the two spots, a 30- and 60-second version, begins by asking “What does it mean to care for someone, to heal?” They explain how NorthShore’s doctors are determined to understand bodies on a molecular level, but to truly treat someone, they go deeper: They listen to what patients say—and what they don’t. Understanding patients completely is the key to unlocking what NorthShore calls “The science of understanding.”

“We wanted to make sure we showed a level of understanding and honesty about the emotional journey people go through, from diagnosis to treatment,” said Roger Camp, Partner & Chief Creative Officer. “Moments of personal struggle, to patient care and comfort - are all represented.”

The work, which launches Sept. 10, is being led out of Camp + King’s Chicago office with support from San Francisco. 

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Creative Agency

Agency: Camp + King

Partner & Chief Creative Officer: Roger Camp

Executive Producer: Diane Chacharon

Creative Director & Junior Partner: Rikesh Lal

Art Director: Amy Wong

Senior Copywriter: Lara Kesler

Managing Director, Chicago & Junior Partner: Kristin Barbour

Brand Supervisor: Ellen Obletz

Production Company

Company: Fiona Media Company

Director: Theresa Wingert - Directo

Executive Producer: Alex Carone


Editorial: Optimus, Inc

Executive Producer, Managing Director: Brian Hrastar

Executive Producer: Tracy Spera

Editor: Tim Cahill

Senior Audio Engineer: Marina Killion

Animator: Brand Cannady

Colourist: Paul Galati

Director of Finish: Glen Noran


Music: Future Perfect

Executive Producer, Partner: Maxwell Gosling

Composer/Partner: John Connolly

Composer/Partner: Victor Magro

Composer/Partner: Ben Pacheco

Genres: People

Categories: Hospitals, Healthcare and Wellness

Camp + King, Mon, 16 Sep 2019 09:28:42 GMT