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Sutter Health: Custodians

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Northern California is home to some of the world’s most innovative companies and forward-thinking minds. Apple. Tesla. Pixar. It’s where important advancements happen every single day. It’s always standing at the crossroads of the right place and the right time. With roots dating back more than 100 years, Sutter Health – one of the nation’s leading not-for-profit health systems, serving 3 million patients and their families – is proud to be a part of the Northern California community; the birthplace of great minds. Of pioneers. Through the launch of their first-ever brand campaign – “Pioneers” – Sutter Health aims to honor their unique community and reinforce their promise to strive every day to be provide the best care possible to the people of Northern California; the people that could very likely help change our world for the better. Which makes Sutter Health more than just a health network; it makes them the custodians of the right place and the right time. Developed in partnership with Creative AOR Arnold Worldwide, the integrated campaign comes to life through television, print, OOH, radio and digital executions. In a :60 anthem spot called “Custodians”, viewers see a newborn’s journey from the hospital to home, highlighting different scenes from across the region. Film VO points out that classrooms of children are born every day in Northern California – the cradle of ideas, of innovation – that is changing the very world around us. And Sutter Health promises to provide the very best care for their newest neighbors and the people they become. Additional :30 and :15 films will be rolling out throughout 2017 to further reinforce Northern California as the birthplace of pioneers. The first in the series – “Things” – tells the story of a spaghetti-covered toddler named Gus. Gus doesn’t know that he has a “thing” (an illness) that could change his world. But because Sutter Health doctors do know what that “thing” is, they can help him get rid of it. So one day, Gus can grow up to invent a “thing” (a highly complicated-looking piece of electronics) that will change the world.

Sound Design: Singing Serpents

Producer: Mike Secher, Dennis Culp

Sound Mix: Soundtrack Boston

Creative Agency

Producers: William Near, Alissa Feldbau, Dayna Stanley

Planning Director: Karin Wood

Business Affairs: Kate Swanson

Executive Producer: Victoria Shaughnessy

Head of Art Production: Kathy McMann

Content Producer: Bill Goodell

Copywriter: Miki Turner

Group Creative Director: Chris Valencius

Executive Creative Director: Wade Devers

Worldwide Chief Creative Officer: Jim Elliott

Assistant Account Executive: Sophie Dietz

Associate Creative Director: Rua Perston, Matt Cramp

Design director: Gordon Chislett

Post Production / VFX

Colourist: Company 3

Studio: Saddington Baynes

Producer: Casey Cayko, Felix Cabrera

Executive Producer: Krystn Wagenberg

Visual Effects Artist: Charlie Johnston, Max Koepke

Visual Effects: Lost Planet, Black Hole

Colour Producer: Tim Masick

Production Company

Photographer : Angela Coppola

Production Manager: Joan Duff

Producer: Jeff Tanner, Bart Smith, Robb Davidson

Head of Production: Kerry Haynie

Executive Producer: SueEllen Clair

Managing Director: Eric Stern

Production Company: Anonymous Content, BART + Radio, Seattle

Director: Malcolm Venville


Brand: Sutter Health

Marketing Director: Alfred Wang, Sapna Parekh

Brand Creative Lead: Tracy Murphy, David Koszka

Social: Joe Ahn

VP of Marketing: Mac Tillman, Pernille Bruun-Jensen, Jessica Lilie

Chief Marketing Officer: Arra Yerganian

Categories: Health care, Beauty & Health

Arnold Worldwide, 4 years ago