Launch won a gold and two silver awards in the Graphis Advertising Annual 2021. Our work for Baylor Scott & White Health picked up a Gold for the “Much Better” TV spot and a Silver for the “Cancer Hates Us” print campaign.
Graphis, Inc. is an international publisher of books on communication design. Based in New York City, Graphis presents and promotes the best submitted work in Design, Advertising, Photography and Art/Illustration.
David Wilgus, Principal at Launch, stated, “Graphis is a prestigious national/international creative show with a lot of competition. We’re very excited to have earned these accolades.”
Here’s a breakdown of each:
Baylor Scott & White Health “So Much Better” TV / GOLD GRAPHIS WINNER
PURPOSE:
Baylor Scott & White Health (BSWH) is focused on making people better so they can live a better life. Therefore, Launch was determined to create advertising that feels, looks and sounds better, too. The result was a television spot that merged the past with the present, showing what a patient’s life looks like today while hearing the backstory of how they got better with the help of Baylor Scott & White Health.
CULTURAL BACKGROUND:
Healthcare advertising historically looks like other healthcare advertising, always featuring the usual suspects: Doctors, nurses and patients. Launch took the BSHW story outside the hospital, with no doctor or nurse featured on screen. We wanted to focus on life beyond the hospital to show patients now happily living life to the fullest.
PLACEMENT:
The spot ran regionally in Texas on spot and cable TV. Watch it.
CREDITS:
Production Company: Tool of NA
Director: Jaci Judelson, Tool of NA
Director of Photography: Colin Watkinson
Editor: Jack Waldrip, Charlie Uniform Tango
Colorist: Joey Waldrip, Charlie Uniform Tango
Sound Design: Jake Kluge/Russell Smith, Charlie Uniform Tango
Music: Nick Patronella, Charlie Uniform Tango
Producer: Jaime Roderer
Principal/Creative Director: David Wilgus, Launch Agency
Principal/Creative Director: Diane Seimetz, Launch Agency
Creative Director/Art Director: Dean Oram, Launch Agency
Creative Director/Copywriter: April Steinbach, Launch Agency
Account Director: Jason Giles, Launch Agency
Account Supervisor: Megan Lucy Neal, Launch Agency
Director of Creative & Brand Management: Ben Day, Baylor Scott & White Health
Baylor Scott & White Health “Cancer Hates Us” Print / SILVER GRAPHIS WINNER
Cancer treatment is a highly competitive field with many believing the best places to get treatment only exist far away. Baylor Scott & White Health had high brand awareness at the time but wasn’t considered a premier cancer care provider. So we needed to tell people one of the most accredited cancer centers in Texas is actually right here, where you live (North and Central Texas).
Our research and planning introduced us to warriors, pioneers and defenders. We developed a defiant rallying cry for all the warriors who go to battle against this disease every day. For the pioneers searching for groundbreaking treatments. And for the defenders who never give up. “Cancer Hates Us” is the bold mantra for all these fighters.
This campaign ran across North and Central Texas making the point: we’re here right here where you are … at home. And the results were clear: Cancer Hates Us had an emotional connection with its audience increasing brand preference by 26%.
CREDITS:
Photographer: Randal Ford
Principal/Creative Director: David Wilgus, Launch Agency
Principal/Insights Director: Diane Seimetz, Launch Agency
Creative Director/Art Director: Dean Oram, Launch Agency
Creative Director/Copywriter: April Steinbach, Launch Agency
Digital Production: Brittany Frazier, Launch Agency
Account Director: Jason Giles, Launch Agency
Account Supervisor: Megan Lucy Neal, Launch Agency
Director of Creative & Brand Management: Ben Day, Baylor Scott & White Health
