The Drum Awards for Marketing - Extended Deadline

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Date: Nov 2018
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With cooler weather setting in, more viruses going around and rainy days making for slippery pavements, getting sick or injured this time of year is easy. It isn’t always easy, however, to get better— the average wait time to see a doctor in this country is 24.1 days.

To highlight this, San Francisco-based healthcare innovator One Medical is introducing a contextual ad campaign that shows people just how easy it is to get sick in their cities — and how easy it is to get better with their improved doctor’s-office experiences.

The campaign, 'Sick Cities,' marks Goodby Silverstein & Partners’ first work with the brand, which is set to double its current number of offices and continue to expand service offerings in the next few years. GS&P created more than 130 unique advertisements for places where getting sick or injured is notoriously easy — from tourist-riddled Times Square to LA’s Sunset Strip. Each ad highlights consumers’ painfully true everyday interactions that can so easily spread germs.

In addition to the campaign launch, One Medical recently redesigned its entire brand-identity system to align with the company’s expansion within existing markets and new geographies as well as to reflect its new service offerings in pediatrics and mental health. San Francisco design agency Moniker collaborated with both GS&P and the One Medical team to develop the photography for the campaign as part of this full rebranding exercise.

The campaign will also extend online, where social and digital advertisements respond to people’s specific sickness- and injury-related searches.

Credits

Agency: GS&P

Client: One Medical