BEBER SILVERSTEIN GROUP

This multi-media campaign introduced the new healthcare system, Tennova Healthcare, to the Tennessee market. Formerly Mercy Healthcare Partners, Tennova is a system of six hospitals and multiple medical centers throughout Eastern Tennessee.

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The campaign, called "It's good!." includes television, radio, print, outdoor, online media and a robust internal campaign for employees of the hospital system. It brings the Tennova logo to life by using uplifting imagery of people with their arms raised.

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The “arms raised’ gesture symbolizes many positive things: victory, rebirth, joy, love, welcome, inspiration…all positives that illustrate “a new day in healthcare for the people of East Tennessee.”

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We had a great product to talk about. And we had a great spokesperson in Peyton Manning to work with.  The biggest challenge was having only 4 hours to work with Peyton to execute two commercials, a still photo shoot and host a meet and greet for social media contest winners.

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We worked backwards keeping the creative set-ups relatively simple. And indoors so we didn't have to worry about weather. We built a locker room set and print backdrop within the hospital so we could keep within our 4 hour window. Luckily we had great talent who knew his lines and ad-libbed some nice comedic touches.

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We finished in time for some group photos and all involved are very happy with the creative. We were lucky to have a very funny cameo by one of the sisters at the hospital.