Sometimes working over the holidays is worth it
JWT New York celebrates the first birth of 2016 at Long Island Jewish Medical Center in Queens with its “Happy Birthday Austin Joseph” for Northwell Health, its first brand campaign in five years and largest-ever marketing push.
The agency had film crews ready to capture the first birth of the year on New Year’s Eve, and Austin Joseph was the first to emerge, a mere 36 seconds after the ball dropped. JWT New York welcomes Austin Joseph to the world on behalf of Northwell Health, before going on to celebrate the health system’s recent rebranding from North Shore-LIJ Health System. The ad goes on to claim that Northwell Health sees not just a newborn baby in Austin but “a person we’ll be keeping healthy his whole life.”
“The birth of a new healthcare system dedicated to a new standard in care deserves more than just another hospital commercial. It’s not just advertising; it’s news,” JWT New York executive creative director Eric Weisberg told Adweek. “Across all media channels, ‘Look North’ challenges people to discover the unique breakthroughs in care happening throughout Northwell Health, and it would not have been possible without the unprecedented collaboration, partnership and vision of the Northwell teams.”
JWT NY
ECD: Eric Weisberg
CD: Larry Silberfein
CD: Mary Warner
Copywriter: Itai Inselberg
Art Director: Sean Ellman
Business Director: John Danbeck
Account Director: Javier Bracero
PRODUCTION AGENCY
Hogarth NY
EVP: Marcelo Gandola
EP: Tania Sethi
Executive Producer: David Logan
Music Producer: Matthew Nelson
Art Buyer: Samantha Mau
Director of Global Broadcast Business Affairs: Terez Fiderer
Global Group Account Director: Jason Moon
PRODUCTION COMPANY
Anonymous Content
Director: Malcolm Venville
DP: Paul Cameron
Producer: Julien Lemaitre
1st AD: John Lowe
Harbor Picture Company
Executive Producer: Kellan Anderson
Executive Producer: Chris Sachs
Line Producer: Jonna Mattingly
Production Coordinator: Maddi Clarke
DP: Marcus Brooks
DP: Martin Albert
DP: Ethan Palmer
DP: Matthew Schroeder
DP: Theo Stanley
DP: Frank Stanley
Arcade Edit
Editor: Brad Waskewich
Editor: Alison Mao
Asst Editor: Laurel Smoliar
Producer: Fanny Cruz
Hogarth Edit
Editor: Milad Nazeri
EVP: Marcelo Gandola
Company 3
Colorist: Damien van der Cruyssen
Hogarth
Colorist: John Tissavary