| When the pandemic stretched on longer than expected and COVID-apathy began to set in, the anthemic and optimistic tone of our brand work from months past felt tone-def. We needed something different. We needed to reach out to a more specific audience and get them to change their ways. We needed to display some “Tough Love.”
Not an easy task considering budget and COVID safety restrictions forced us to achieve the above using stock footage and music. But through the Tough Love campaign, we were able to speak to those who felt that safety protocols compromised their freedoms, by leveraging civic pride and reminding them that Detroiters have been through worse and come out the other side, stronger.
Concepted, pitched, and created this campaign for Henry Ford Health System.
Big Idea / Concept
Overall Creative Direction
“Tough Love” Design
Post-production & Editing
Consists of video (:30), radio, outdoor, print, social, digital display, internal (within the hospital walls) placements, and more…
Copywriter/Partner: Tom McDonough
| Sampling of campaign assets: print, social, digital…
| Sampling of retouched campaign imagery…
