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Viola Davis Lends Her Voice to Deliver a Powerful Message for Mayo Clinic

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Viola is the voice behind Mayo Clinic’s latest campaign 'You Know Where to Go' from TBWA\Chiat\Day NY and Psyop
Viola Davis Lends Her Voice to Deliver a Powerful Message for Mayo Clinic

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.


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Mayo Clinic

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 

TBWA/Chiat/Day

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 

Psyop (Production Co)

Director: Shane Griffin 

Executive Producer: Andrew Linsk 

Senior Producer: Angela Foster

Wave - (Audio)

Audio Engineer: Chris Afzal 

Executive Producer: Vicky Ferraro 

Human (Music)

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

TBWA\Chiat\Day NY, Mon, 14 Sep 2020 14:06:47 GMT