“We were into health when New York wasn’t” (NY Festivals Health and Ogilvy Health)
When it comes to healthcare advertising, there is no lack of award shows (yes even us at PM360 can acknowledge that). But the New York Festivals Health Awards has been awarding healthcare work since 1957 and they turned to Ogilvy Health to help gain the recognition the awards deserve from creative talent, client leadership, and the larger marketing world. Considering the awards have been around for over 65 years, Ogilvy decided to embrace that very fact with the “We were into health when New York wasn’t” campaign.
That became the tagline for the campaign, which playfully deployed iconic photographs of New Yorkers at a time when smoking was rampant, only athletes “exercised,” and a good life meant a life on the La-Z-Boy chair in front of the TV. The campaign made an impression: it attracted 51k users—an increase of 3,810%.
