TEXAS CHILDREN’S HOSPITAL
The care to dream.
CHALLENGE
Texas Children’s is the largest children’s hospital in America and routinely ranked one of the best. But many don’t realize how great they truly are. So when they partnered with the United States Olympic & Paralympic Committee to provide care for Team USA, they wanted a way to showcase their world-class expertise on an international stage.
VALUE
We created a campaign that showed how caring for adult Olympic athletes relates to what they do every day—caring for children and women. This helped them promote a high-profile partnership in a way that also reinforced their core mission, championed their own people and ultimately elevated their own brand.
SERVICES
Strategy & Positioning
Advertising
Digital
Film
Photography
Activation
CAMPAIGN THEME
This was going to be a big campaign with many touchpoints over the course of many years and many Olympic games. It needed a big organizing idea, a theme that could tie everything together. Caring for the dream offered a platform to talk about healthcare, Olympic athletes and children too. Because for many Olympians, getting to the games is something they’ve dreamt about since they were kids.
FILM
Building off the dream theme, we collaborated with director Philip Edsel to capture elite athletes floating through a dream-like environment. The spot aired during the 2021 Tokyo Olympics. It offered a way to show adult athletes while also positioning Texas Children’s as a healthcare champion for kids.
PHOTOGRAPHY
This campaign was also an opportunity to highlight the remarkable team of physicians, nurses, physical therapists and psychologists caring for our Olympians. Like the world-class athletes they treat, they are at the top of their fields. So we styled and photographed them like world-class athletes. We collaborated with photographer Matt Hawthorne, who has shot some of the most famous athletes in the world, to create heroic sports-inspired portraits of the care team behind Team USA.
ADVERTISING
When it comes to children’s healthcare, moms are the principal decision-makers in the household. So we created a variety of social, print and OOH placements to connect with moms and their families during the games, helping them see Texas Children’s as an option for sports-related care for their kids.
ACTIVATION
As part of the campaign, we also built an interactive photo booth installation where kids and families could pretend they were competing at the games in one of four Olympic-themed vignettes.
“With brilliant simplicity and style, they created a platform to promote our Team USA partnership, elevate our own brand, and honor the amazing athletes we serve.”
DR. JEFFEREY SHILT, Chief Surgical Officer & USOPC Partnership Leader at Texas Children’s
PEOPLE
A COLLABORATION DREAM TEAM | We worked directly with Texas Children’s CEO Mark A. Wallace, Executive Vice President Michelle Riley-Brown and Chief Surgical Officer Dr. Jefferey Shilt to establish the vision for the campaign. Then, we collaborated with the hospital’s internal marketing team and the USOPC to develop all the campaign assets.