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.”



ECD: Eric Weisberg

CD: Larry Silberfein

CD: Mary Warner

Copywriter: Itai Inselberg

Art Director: Sean Ellman

Business Director: John Danbeck

Account Director: Javier Bracero



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


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


Colorist: John Tissavary