On January 1st, The North Shore hospital system in New York rebranded and united over 20 hospitals under a new name, Northwell Health. We decided to launch the new name with the first baby born that year. We shot the launch spot on January 1st at midnight, and edited it throughout that night. The spot launched only several hours later.
Accompanying the launch, the new campaign, Look North, included five additional TV spots, outdoor billboards, digital media, and print ads.
