healthcare like nowhere else
When it comes to health care, consumers need something to believe in.
Essentia Health serves the rugged communities of northern Minnesota and the plains of North Dakota. People here connect through community, environmental stewardship and outdoor passions. They pursue growth in education, health care, and technology. Essentia's role is helping them realize their best health, right where they live.
Like Nowhere Else is a campaign about the people and the place. We wanted consumers to think about health care in a whole new way, by building a bond with Essentia, through physical proximity and cultural affinity.
In film, tv, OOH, and print media we talked about health care without directly depicting health care.
We focused on the stories of the people of this place - both consumers, and providers - highlighting the shared belief of a higher purpose, and a philosophy that our lives have larger meaning.
Internal launch kit–engaging health care providers and staff on their role in Like Nowhere Else.
Internal launch kit for health care providers and employees.
Campaign launch microsite for internal conversations with providers and employees.
A system for storytelling
A 150 page deck that was developed for internal marketing and creative teams to utilize as they tell the stories of Like Nowhere Else. Explaining large scale concepts like how to advertise as a brand and covering small scale details like typography and color use paired with impactful photo selection.
PEOPLE OF THIS PLACE
An authentic collection depicting the people and places of the northern region. Acquired through a lean and nimble 3-person crew and licensing existing photographs from photography partners living in the region.
In order to make people think about health care in a new way, we created a series of :15 second shorts for Essentia Health that approached tv commercials in a new way.
Each :15 short is a pairing of two stories that demonstrate the values, passions, and capabilities of people and place. A single camera shot, set at a wide aspect ratio, and selective sound design builds a cinematic atmosphere for each story. Forgoing traditional voiceover, we used text on screen to tell a focused message.
Billboards that can be found across the northern region spanning from Duluth and west to Fargo.