Atrium Health — Matty Jay's Work

“Live fully” brand campaign

Of course, recovery is the goal of getting care when you’re sick. But the real win is knowing you’re in such good hands that you can forget about your health issues for an afternoon and just live your life like you’re meant to. I’m super proud of this work and wish I could create things this simple and moving all the time. Also, as a language dweeb, it was satisfying writing a tagline that could be used as a headline device as well.

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2021 Vaccine Campaign: This is My Shot

Atrium needed a concept to roll out their vaccine messaging under. We were inspired by the fact that (mostly) everyone had been hanging out at home for a year and wanted to get the eff out! This vaccine wasn’t just a way to not catch COVID, it was an opportunity to get back to their lives. It was their shot…to go see live music again, to hang out with friends, to get back to normal.

We had a fully blown out campaign for them, but unfortunately, due to time constraints, only some of the tactics survived the chopping block. Below are some ideas that made it into the world, and others that didn’t.

Co-writers: Louie Spivak + Josh Fahey

ADs: Ellen Huffman + Caitlin Smichowski + Alena Bodnaruk

Branded Bandage (aka Brandage)

This is the visual thread that ties this campaign together.

Guerilla Bandage Placement

Put our teal bandage on statue arms all across Charlotte to get people talking.

UGC

Then we snapped pics of freshly vaccinated folks at vaccination events. This is Franklin!

Print + OOH

Then magically they’re in print ads and billboards across town.

Paid Social Round 1

First round of paid social brings the teal bandage in as a visual solve to show how the vaccines are bringing us back together. Awww…

Paid Social Round 2

After we get more UGC at vaccination events, we post these folks with their reason for getting vaccinated.

Organic Social

More real people telling us why they’re getting the vaccine.

OOH Round 2

More OOH tactics using the bandage.

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COVID Wall

Around town and at vaccine events, a big wall says “COVID” and folks can cover it up with their reason for getting the shot. Beating COVID’s a team effort, yeah!

Vaccine Emoji

Probably the coolest part of this campaign was the attempt to bring a vaccine emoji into the world. (It didn’t end up happening)

Paid Social

Paid social isn’t sexy, but when you can make it funny and not terrible, you put it in your book. The client wanted fun, meme-style posts that would attract a younger audience, and that’s what they got! (Note: these are pre-COVID, btw)

AD: Ellen Huffman