Nurses Week &
Canyon of Heroes.
STRATEGIC MEDIA PLANNING
MEDIA BUYING & EXECUTION
SONG TALENT NEGOTIATIONS
DIGITAL, SOCIAL & ANALYTICS
It started with an epic 225 ft.-high mural in the heart of New York City. The campaign’s heartfelt message to nurses: “thank you."
The illustration, created by world-renowned artist Tristan Eaton, became a cornerstone of an integrated Montefiore Einstein campaign. Beyond the mural, a “Canyon of Heroes” video and many more pieces came together across print, digital, broadcast, out-of-home and social. As a whole, the campaign garnered more than 2 billion in global reach.
The campaign honored healthcare heroes and also informed and educated patients during this global pandemic. While different in concept, the Nurses campaign and Canyon of Heroes posts ran in tandem, representing two facets of the nation’s healthcare heroes. The striking art also reached nurses on their way to work along the I-95 in a series of billboards, with creative executions building upon one another.
At Montefiore Einstein, the discharge of each COVID-19 patient was celebrated by playing “Empire State of Mind”. After seeing the song’s role in patients’ recovery, Alicia Keys and Jay-Z approved its use in the “Canyon of Heroes” TV ad.
Elements of the campaign reached an international audience, featuring in reporting, and imagery shared by broadcasters, politicians and celebrities via social media.