As creative director and designer, a full fledged advertising campaign was created to launch Saint Vincent's brand new Cancer and Wellness Center in the heart of Worcester.
Traditional hospital advertising clichés of smiling doctors and patients were carefully avoided to create a campaign described as poetry in motion. To show Saint Vincent's true emphasis on local care and caring hands were used as a metaphor for their compassion. The use of slow motion and black and white in the TV commercial were chosen to emphasize and dramatize every-day motions and gestures to drive that sense of compassion home. To tie the campaign back to Worcester each doctor showcases one unique fact that demonstrates his or her commitment to caring in the community.
The campaign carries into billboards, Commuter Rail posters, bus sides, magazine, newspaper, online banner ads, outdoor banner ads, and more. The use of hands is consistently applied with smart headlines that emphasize their main messaging point of caring.
Find out more at www.svhcares.com