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Sutter Health: Custodians
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Northern California is home to some of the world’s most innovative companies and forward-thinking minds. Apple. Tesla. Pixar. It’s where important advancements happen every single day. It’s always standing at the crossroads of the right place and the right time. With roots dating back more than 100 years, Sutter Health one of the nation’s leading not-for-profit health systems, serving 3 million patients and their families – is proud to be a part of the Northern California community; the birthplace of great minds. Of pioneers.Agency: Arnold Worldwide
Through the launch of their first-ever brand campaign – “A Pioneer Among Pioneers” – Sutter Health aims to honor their unique community and reinforce their promise to strive every day to be provide the best care possible to the people of Northern California; the people that could very likely help change our world for the better. Which makes Sutter Health more than just a health network; it makes them the custodians of the right place and the right time. Developed in partnership with Creative AOR Arnold Worldwide, the integrated campaign comes to life through television, print, OOH, radio and digital executions. In a :60 anthem spot called “Custodians”, viewers see a newborn’s journey from the hospital to home, highlighting different scenes from across the region. Film VO points out that classrooms of children are born every day in Northern California – the cradle of ideas, of innovation – that is changing the very world around us. And Sutter Health promises to provide the very best care for their newest neighbors and the people they become. Additional :30 and :15 films will be rolling out throughout 2017 to further reinforce Northern California as the birthplace of pioneers. The first in the series – “Things” – tells the story of a spaghetti-covered toddler named Gus. Gus doesn’t know that he has a “thing” (an illness) that could change his world. But because Sutter Health doctors do know what that “thing” is, they can help him get rid of it. So one day, Gus can grow up to invent a “thing” (a highly complicated-looking piece of electronics) that will change the world.
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