Montage Health: Arugula

Credits & Description:

Media: Print
Category: Health & safety
Client: Montage Health
Agency: School of Thought
Production: Test Pattern Media
Country: United States of America
Director: Bennett Barbakow
Executive Creative Director: Tom Geary
Art Director: Ben Bellayuto
Art Director: Faruk Sagcan
Copywriter: Ashley Villarreal
Executive Producer: Nick Lentz
DoP: Tyler Rumph
DoP: Andrew David Watson
Agency Producer: Ted Meyer
Editor: John Buscaglia
Associate Producer: Max Barbakow
Account manager: Mike Osgood
Dir. Video Production: John Buscaglia
Co-Producer: Darren Warren
Co-Producer: Casey Goode
Client CEO: Dr. Stephen Packer
Client VP: Cynthia Peck
Client Chief Communications Officer: Mary Barker
Client Asst. Director, Communication and Marketing: Monica Sciuto
Client Asst. Director, Communication and Marketing: Brenda Moore
Synopsis:
California’s Monterey County gets pushed to get healthy. Or at least, healthier. An integrated TV, digital, ambient, print and transit campaign touts kale, soccer, hiking and the gym—and disses donuts—while it also serves as the launch campaign for the newly formed, nonprofit Montage Health, Monterey, Calif. The work is advertising agency School of Thought’s first for the newly formed client.
The business goal is simply to create awareness for the new health association, which offers health insurance, clinic and home care, wellness/fitness centers, and also includes the county’s largest hospital. As a non-profit, though, the community goal is equally important, and that is to improve the county’s overall health. Monterey county was recently named California’s 22nd healthiest, and the campaign comes as a call to “do better.”
Three TV :30s appear on all networks during prime time and feature programming. As a sequence, the spots issue the health challenge (“Plant a Flag”), empathize with the hard choices people need to make (“All In”), and show their progress, as well as a few setbacks (“We Got This”). Each also runs online, along with a fourth video (“New Energy”) focusing on one soccer hopeful who will not be competing in the World Cup. The campaign tagline is “We are Montage Health. And we got this.”
Additionally, ambient advertising will turn up at races and hiking trails, congratulating those who push their bodies, and at produce markets, congratulating those who reach for the greens. Full pages in all five local newspapers stress the need for a good food and exercise. And a busside ad appearing on all county lines may startle those drivers of a certain compact who enjoy a donut on the go.