When OhioHealth approached Doe-Anderson with a goal to become the de facto leader in cancer care in Ohio, the agency leaned into a key insight: Many patients are too scared to think about tomorrow, let alone make real plans for the future.
That understanding drove the Effie finalist campaign, “Keep Making Plans,” which premiered during the 2022 Super Bowl.
“The last thing patients want to see while fighting cancer is advertising built around scans and hospital rooms,” said Leyla Touma Dailey, Doe-Anderson president and chief creative officer. “Instead, we’re sharing intimate moments that champion the resilience of the human spirit. Because the level of care OhioHealth provides empowers those living with cancer to keep making plans – no matter how bold.”
The campaign was more than a creative success – blasting through year one goals for lift in awareness and consideration.
The new campaign launches with the “Mark” creative on TV, connected TV, out-of-home, social, and digital components on September 2.
CreditsClient: OhioHealth Chief Executive Officer: Dr. Steve Markovich, Chief of Marketing: Sue Jablonski, Other executive level: Katy Dalton-Rigsby, Jennifer Reimer (VPs), Brand Marketing Manager: Rachel Driskell (BM) Kelly Feeley (Director Brand Manager), Communications VP: Susan Merryman Agency: Doe-Anderson Chief Creative Officer: Leyla Touma Dailey, VP - Group Creative Director: Miles Harvey, Associate Creative Director (Copy): Sam Plappert, Executive Producer: Laury Christensen, Senior Art Director: Tim Ofcacek, Group Account Director: Steve Kauffman, Account Director: Jack McIntyre, Project Manager: Megan Radford, Executive Strategist: Jake Kaufman, Media Planners: Jen Walker and Melanie Whitham Production Company: Brother Co Director: Giovanni Messner, Production Company Producer: Magdalena Martinez, Photography: Jussi Grznar Editing/Post Production/Special Effects: Sputnik Studio Company (:30 spots & one social concept); Doe-Anderson, Chase Stewart (Social media videos); Post Production Supervisor: Iga Zawadzinska; Music House: Singing Serpent, Inc, Music Producer: Jon Spencer, Colorist: Jack Bulik; Audio (Radio Only): Thoughtfly Studios, Chris Duke
Boma | Camp Sugar Brand Identity
Rebel Wilson's Directorial debut “The Deb” premiered as the closing night film at this year’s Toronto International Film Festival (TIFF). Adding a touch of creative flair to the film’s debut, the team at Boma helped in crafting the brand identity for Wilson’s production company, Camp Sugar.
“Rebel and her team approached us with this adorable character design and a simple question: ‘Can we make this happen in time for Toronto?’” shares Jason Cohon. “As huge fans of animation, and with such a fantastic concept from Josh and Meredith on Rebel’s team, it was an easy ‘yes!’”
The :05 identity opens in a serene forest scene featuring a hand-carved wooden sign reading “Camp Sugar.” As the camera reveals two hands gently holding the sign, a little girl playfully peeks from behind, inviting the audience into the world of Camp Sugar. Boma was tasked with designing and animating the 3D environment and character, delivering a fully rendered introduction that will serve as a long-lasting signature for Rebel Wilson’s films for years to come.
“We had so much fun making this and hope to be able to do many more unique versions for all of Camp Sugar’s films.”
Based in Los Angeles, Boma was created to fill a need for quicker turnarounds and tighter budgets while maintaining quality at the highest creative level. With a fully remote pipeline, global partnership across three continents and a team of senior creative talent, Boma is equipped to scale projects rapidly, regardless of budget or timeline constraints.
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