Looking to recruit physicians and attract new patients in an increasingly competitive healthcare space, Lifespan turned to Nail Communications to help them transition to a new name and brand: BrownUniversity Health.
The name change reflects a deeper alignment with Brown University and its highly respected medical school, and visibly signals a shared commitment to providing the highest quality care in the health system’s more than 1.5 million patient encounters each year.
“We wanted to introduce Brown University Health to our community in a bold way that highlights the great care delivered along with some of the amazing research and breakthroughs happening throughout our system,” said, Brown University Health’s SVP of Marketing and Communications, Jane Bruno.
The campaign, “Illumination,” uses light as a metaphor for knowledge and Brown Health’s doctors and scientists’ constant pursuit of it.
To help create the arresting aesthetic, dozens of Brown University Health doctors, nurses, and technicians were filmed and photographed in a 50,000-square-foot black box studio lit by a programmable digital multiplex lighting system.
“Healthcare advertising is depressingly homogenous. We wanted to find a visually distinctive way to represent their Ivy League caliber of care and the bold declaration that ‘The future of medicine is here.’” added Alec Beckett, Creative Partner at Nail.
Radio, outdoor, digital, and social media will run throughout Southern New England.
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CREATIVE CREDITS
Creative Direction: Alec Beckett, Brian Gross
Strategy: Stephen Fitch
Senior Creative: Sam Holland
Production Company: Sweet Rickey
Senior Creative: Iman Richards
Producer: Cameron McCormack
Editor: Jack McKenna
Account Director: Susan Hasten
Director: Kess Broekman-Dattner
Music: Luca Millard-Kish
VFX: Hansen House & Michael Shanks
Color: Phil Choe