Mon, 14 Sep 2020 14:06:47 GMT
Mayo Clinic continues to position itself as a beacon of hope for patients, today unveiling its latest extension to the You Know Where to Go campaign in partnership with actress and activist Viola Davis.
Taking a bolder, more reassuring tone than in previous work, ‘The Power of Answers’ is stunningly mesmerising, aiming to visualise the impact of certainty on a mind consumed by the unknown.
Grounded in research, innovation, and teamwork, Mayo Clinic is a true leader in the medical field specialising in an integrated care model leading to an accurate diagnosis for patients.
With a relationship spanning three years, TBWA\Chiat\Day New York continues to champion its Disruption DNA, working alongside Mayo Clinic to challenge the medical category conventions of advertising. The result: a scientifically informed artistic interpretation of the power of an answer in a patient’s mind.
Leaning into Mayo Clinic’s innovative and tech-forward mission, TBWA\Chiat\Day NY and production company Psyop developed the images seen in the film taking inspiration from imaging tractography software (Trackvis), MRI data and 3D modelling.
Sherri Gilligan, chief marketing officer at Mayo Clinic notes: “While Mayo Clinic can’t promise each patient a cure, we can uncover answers that spark hope and optimism for those who have seen so little. This campaign holds an incredibly powerful brand message that speaks to who we are at our core: an organisation on the relentless pursuit of answers for our patients.”
Walter Connelly, TBWA\Chiat\Day NY executive creative director, adds: “We wanted to fuse science and art to show the journey of the unknown to the known. The visualisation of a beautiful collection of synapses firing was the red thread throughout the work, tying everything together. It illustrates the power of an answer, the power of Mayo Clinic.”
‘The Power of Answers’ will run across digital, OOH and social from September 8th to December 2020.
Chief Marketing Officer: Sherri Gilligan
Division Chair, Brand Strategy and Creative Studio at Mayo Clinic: Molly Biwer
Executive Creative Director at Mayo Clinic: Wes Weleczki
Senior Creative Director at Mayo Clinic: Anna Stassen
Director Brand Strategy at Mayo Clinic: Jeff Warnock
Manager Brand Strategy at Mayo Clinic: Chastity Kessler
Marketing Manager at Mayo Clinic: Lauren Spiceland
Marketing Manager, Mayo Clinic Health System at Mayo Clinic: Gary Stinnett
Chief Creative Officer: Chris Beresford-Hill
Head of Integrated Production: John Doris
Executive Creative Director: Walter Connelly
Associate Creative Director: Shannon Murphy
Associate Copywriter: Alli Walker
Senior Art Director: Royston Ang
Associate Creative Director/Art Director: Ashley Veltre
Associate Creative Director/Copywriter: Holden Rasche
Associate Art Director: Belen Aragon
Senior Producer: Ruganzu ‘Riggs’ Howard
Business Lead: Shannon Nunn
Business Director: Rosalie Jones
Business Manager: Emily Downs
Executive Strategy Director: John Gibson
Strategy Director: Nus Madraswala
Strategist: Carlin Dixon
Director of Integrated Business Affairs: Thalia Tsouros
Charpie, Integrated Business Affairs Manager: Anne-Camille Charpie
Communications: Ashden Hill
CEO: Rob Schwartz
President: Nancy Reyes
Director: Shane Griffin
Executive Producer: Andrew Linsk
Senior Producer: Angela Foster
Audio Engineer: Chris Afzal
Executive Producer: Vicky Ferraro
James Dean Wells, Executive Producer: James Dean Wells
Mike Jurasits, Creative Lead: Mike Jurasits
Ed Dunne, Composer: Ed Dunne
Jonathan Hubbell, Additional Arranging: Jonathan Hubbell
Sound Design: Mike Jurasists and Daryl Pinsdorf