Moments Campaign
Covenant Health System
CELEBRATING THE HEALTH, IN HEALTHCARE
This campaign focused on lifestyle moments that are everyday and special to the consumer, rather than on the clinical aspects of care.
The keystone of the campaign, the brand anthem, relayed to the public the reason Covenant Health System exists - to help patients and their families live well, outside the walls of the facilities.
The Frame Theory team collaborated with the Covenant Health team and agency, identifying scenes and locations which would represent all 23 counties in which the healthcare system operates, including a variety of both rural and urban settings.
The client desired to show real people in environments natural to them, rather than professional actors. Frame Theory leaned into its network for real people casting and was intentional about including a variety of audience archetypes represented in the community. Women were more heavily featured, as they are the primary household decision-makers when it comes to healthcare.
Project Included:
Creative Collaboration / Location Scouting / Storyboards / Casting / Full-service Production / Covid-19 Production Compliance / Post-production
Brand Anthem / Commercial Spots / Brand Stories / Photography / Radio :
Assets were used for Print / OOH / Digital & Social ads
Additional Credits: Fox Fuel Creative
