No babies were made to cry during the making of this campaign. Ok, one baby cried, but I can explain.
The No Show campaign was part of an initiative to make more families aware to call the hospital when they needed to cancel or reschedule, rather than just not showing up. By calling, it allows another family the opportunity to take that place and it leads to better scheduling and less lost time for clinical and support staff.
Our strategy was to create something vibrant and clean with a simple and direct call to action, utilizing kids to tell the story, as we are a children’s hospital, while still maintaining our brand, which may be playful, but is not cartoon-y
I think for a rushed project, we really hit this one out of the park. The photography is crisp and the kids play directly off our headline copy. We were fortunate to utilize hospital staff kids for the photo shoot, which all took place within a few hours of one day. Backdrops were only accidentally torn down once, although silly string did end up all over the room.
Oh yeah, the crying baby.
That was kind of a happy accident, but because we had this project planned out so well, we were ready to capture a moment and add to our campaign. Our sad child was actually there to watch his sister (Can’t See Us?) but we decided to add him to the shoot. He was excited for his cookie and he was excited to run around the room. He was not excited to sit on the backdrop for the actual photo though. My boss Neil captured the moment, however and Crunched For Time? was born!
His mom happily signed off on the photo.