Parkview Ortho Hospital
As an entire hospital dedicated solely to handling orthopedics, Parkview Ortho Hospital (POH) needed an advertising campaign that was all their own – cohesive with, yet independent from, the overarching Parkview Health System. To come up with the direction, B&Yers set their sights on the key demographic and the reasons why this audience seeks joint, neck or back surgery. It all came down to motivation: wanting to feel young again. Our approach was to show the audience that they could be a “superhero” again with a little help from Parkview Ortho Hospital.