TV Doctors of America / Cigna
Submitted By Astrid Andujar
How can a campaign save 100,000+ lives? By using famous TV doctors to share the message of doing a yearly check-up. Teaming up with McCann, MRM created a fully integrated campaign using beloved TV doctor personalities (Alan Alda, Neil Patrick Harris, Patrick Dempsey, Noah Wyle, Lisa Edelstein and Donald Faison) to communicate one simple message – get a yearly check-up. The campaign was quickly picked up by AdWeek, NBC News, AdAge, Forbes and others. Had over 3 billion impressions, over 3 million digital impressions and over 100k website visits. The campaign also won the Cannes Gold Lion for Health & Wellness two years in a row (2016-17), Digiday: Best Advertiser Video, as well as Webby and Shorty digital awards.
My role during this project was of a Sr. Art Director for MRM//McCann. I contributed during brainstorming sessions for the TV spot and overall campaign, art directed the website and microsite, created social post and collaborated with McCann to create stunts. Our goal as an agency, was to be a vehicle to inspire Americans to take a yearly check-up and not take their health for granted. Internally, it was also important for us creatives from both agencies (McCann and MRM) to work together to create conceptual work to spread across all platforms.
Health and Pharmaceutical Products