UTSOUTHWESTERN | O'DONNELL BRAIN INSTITUTE
How do you convince people that donating to the Peter O’Donnell Jr. Brain Institute isn’t just a simple act of donation, it’s an investment in the future of humanity? Portray the doctors in a light that’s true to the magnitude of the work they conduct on a daily basis. To do that, we created an entirely new website from the ground up that truly embodies the spirit of a brain institute on the forefront of a new frontier of medical discovery. The site launched in April 2017 and has already racked up 4 Gold W3s and 2 Tellys.
MARQUEE FILM
DOCTOR STORIES
Once on the website, viewers are introduced to a collection of doctor stories from a variety of disciplines within the institute. Each individual story is presented through a documentary-style video and then complemented by a detailed written outline to give viewers a deeper look into each doctor’s unique journey.
SITE PHOTOGRAPHY
Team: David Drown CW, Julia Heath AD
SUSAN G. KOMEN
Susan G. Komen is single-handedly the largest breast cancer organization in the United States. For Komen, this means they have the financial, political and social support needed to actually make a difference. For some, this means they seem impersonal and all-too corporate. To alter perceptions and remind Americans that Komen fights for the individual, we created the “gives me strength” campaign. This brand platform magnifies the inner-strength of real women, and acknowledges what the non-profit is actively doing to help people like them.
Internal posters that were given out at the Susan G. Komen Leadership Conference
NIKIA'S STORY
Four women graciously invited us into their homes where we got to meet their families and friends while capturing their personal journey with breast cancer. This is Nikia's story.
White board cards were featured at Komen events to encourage survivors and co-survivors to share what gives them strength on their social media channels.
TEAM: Julie Bowman CD/CW, Braden Bickle CD/AD, Katie Roberts CW, Katelin Hermsen AD
AMERICAN HEART ASSOCIATION
To promote a series of webinars sponsored by the American Heart Association and AMGEN, we treated the speakers (the Dr.s) like rock stars and created concert tour styled posters and digital ads to drive traffic. Sign up exceeded our clients goals.
TEAM: Nathan Hardy Sr. AD, Tom Endo CW, Preethi Balakrishnan Jr. AD,
CONIFER HEALTH SOLUTIONS
Conifer Health Solutions specializes in helping forward thinking healthcare leaders succeed – particularly those that refuse to be victimized by reform. They have always been one step ahead of the curve, and want like-minded partners that aren’t afraid to take a few risks for the sake of the big picture. This led us to the “Visionaries Wanted” strategy. It’s a challenging category saturated with cliché images of CEOs and stock imagery of doctors and nurses talking to patients. We took a dry and highly misunderstood topic and gave it an elegant life in a sea of soar thumbs. This campaign won Silver at the ADDYS.
TEAM: Braden Bickle CD/AD, Jimmy Flores CD/CW, Katelin Hermsen AD/Designer
LEVITRA
Schering-Plough and GlaxoSmithKline discovered that men didn’t know that their sexual performance problems were being caused by other pre-existing conditions such as high blood pressure, high cholesterol and diabetes; a fact that not only lets men feel better about themselves, but about taking Levitra. So we took the very music they'd turn to to get in the mood and turned it on its head to get their attention.