Masterpieces

THE OBJECTIVES: 1. Position UW Health, an academic medical center, as innovative, patient-focused providers who see people and human care differently. 2. Develop a platform to house communications for everything from primary care to super-specific speciality care (like a pediatric kidney transplant). 3. Create something completely new in the industry.
THE APPROACH: So much of healthcare marketing looks, feels and sounds the same: heroic doctors, flashy technology, cliché patient portrayals. It seems easy to lose sight of the “why.” But that one-size-fits-all mentality has expired. The patients — their unique backgrounds and future ambitions — are what it’s all about. The Masterpieces campaign is disruptive in the healthcare market’s approach to storytelling. We set out to prove that UW Health champions a different approach to healthcare innovation — one entirely inspired by patients. The stories we created aren’t about charts, facts and figures. They highlight humans as complex beings, with multifaceted lives that need to be understood as part of the healthcare journey. By honoring that every single human is a masterpiece with their own story, we took UW Health’s commitment to personalized care to the next level. To further position UW Health as creative and innovative thinkers, we utilized animation to bring character stories to life. The artwork is very intentionally layered with a mixed-medium appearance. The collage-like nature of the paper, paint and fabric themes further emphasizes how UW Health sees patients as unique, complex, vibrant masterpieces. Custom music scores complete each distinct piece. Ultimately, the campaign paints UW Health as a visionary leader committed to customizing the human care experience.