Mayo Clinic’s new internal creative agency developed the concept and strategy for this campaign, which centers on words frequently heard by patients and people in a health care setting. Through interventions inspired by Mayo Clinic’s very own technology, these words visibly change from negative to positive in each spot directed by Espadaysantacruz via production company 1stAveMachine.
Included in this mix of commercials is “Imaginable” in which the “un” is removed in a state-of-the-art innovative manner from such words as “unanswerable,” “unconquerable” and “uncurable.”
Credits
Client/Creative Mayo Clinic Mark Pagnano, M.D., medical director-marketing; Sherri Gilligan, chief markting officer; Molly Biwer, chair–brand strategist; Jeff Warnock, director–brand strategy; Wes Weleczki, executive creative director; Chastity Kessler, sr. brand manager; Debbie Schallock, sr. brand specialist; Anna Stassen, group creative director; Joel Stacy, Anthony DiNicola, Sammy Gorelik, June Lee, creative directors; Andy Zetzman, sr. copywriter; Craig Nordeen, sr. art director; Stan Prinsen, executive producer. Production 1stAveMachine Espadaysantacruz, director; Sam Penfield, partner/exec producer; Ella Nuortila, exec producer; Elizabeth Collins, producer; Persona, DP; Brian Branstetter, production designer; Dave Peterson, SPFX supervisor. Editorial, VFX & Finish Studio PPS John Vitagliano, editor; Madison Brigode, sr. producer; Christos Mounzouros, head of postproduction; John Loughlin, head of VFX; John Harrison, lead compositor. Music & Sound Jafbox Sound Joseph Fraioli, SDX & music; Sarah Park, exec producer. LED Volume XR Studios JT Rooney, president; Marissa Johnson, producer. Color Company 3 Joseph Bicknell, colorist. Audio Post SisterBoss Carl White, sound mixer; Annie Sparrows, exec producer.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
