The connection I'd like to make is how this campaign (4 television spots, print ads, etc.) breaks through the clutter and captured the attention of both the MarCom and Davey awards, where it won a Platinum and Silver award, respectively.
The tagline, such an important transition element from strategy to execution, became -- "We See the Big Picture." A cool line, an appropriate line for a healthcare organization, and one that doesn't contain the words, "care," "quality," or " close." And, of course, the punch line of the tagline, which is how medical imaging is guiding the specialists at OMHS to provide better, more accurate treatment.
With said tagline in place, the creative team was able to think of ways and scenarios in which the medical imaging transitions to the lifestyle images. If you'd like to see the other spots, we'll post them.
Start with strategy, summarize with tagline and execute with creative. Simple right? Congratulations to Barbara Taylor and her team at OMHS for taking this idea and running with it in publications, direct mail, and other communications programs.
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