Every year, hospitals in New York spend millions of dollars on advertising, telling us the same thing. They talk about their rankings. They talk about their cutting-edge technologies and procedures. They talk about being “world-class.” And they talk about how much they care. New Yorkers have heard it all before, and now they’re immune to it. We needed to create a proprietary advertising platform for a medical center that could win the hearts and minds of New Yorkers. Rather than take the traditional medical approach, we developed work that celebrated the unique character, spirit, and passion for life that New Yorkers are known for, and we did it in a “cool” kind of way. Our positioning strategy is big, bold, and presumptive, introducing the city to a medical center that is MADE FOR NEW YORK.
Every year, hospitals in New York spend millions on advertising talking about their rankings, cutting-edge technologies, and procedures. They talk about how much they care. But, New Yorkers are immune to it all. With NYU Langone Health, we created a Made For New York campaign that would win the hearts and minds of New Yorkers and celebrate their unique character, spirit, and passion for life.