SITUATION

When it comes to healthcare advertising, there is no lack of award shows. Despite a crowded field of competitors, how would NYF/NYFH’s Health Awards generate the attention it deserves from creative talent, client leadership, and the larger marketing world?

BRIEF

Create a new campaign to promote the comeback of the New York Festivals Health.

OBJECTIVES

Tapping into the legacy of a show that has been held in New York City since 1957, being the first advertising show to focus on healthcare in the industry

The campaign playfully deployed iconic photographs of New Yorkers at a time when smoking was rampant, only athletes “exercised,” and a good life meant a life on the La-Z Boy chair in front of the tv (and tv dinner). We had the use of some striking photographs of old New York, back when people weren’t quite so health focused. The campaign idea encapsulates how NYFH was there then, and we’re still here today, leading by example. Completelly old school art direction!