NYC Holiday 2022
New York City is one of One Medical’s major markets. For our Holiday 2022 campaign, we took over Madison Square Garden with an Out-of-home, multimedia campaign that included:
Mass billboards that covered outside wall of Madison Square Garden and Penn Station
Vinyl posters and billboards inside Penn Station
Video/Interactive billboards at the entrance outside the New York Knicks key entrances/exits
The campaign’s goal was to increase brand awareness of the brand — specifically that One Medical is no ordinary doctor’s office.
As a primary care provider, One Medical prioritizes inclusivity and accessibility to people of all lifestyles, bodies, ages, races, and genders.
Campaign identity
New York City is diverse and vibrant. We wanted our Holiday campaign to celebrate both the season and the diversity of the city.
Our color palette was inspired by the light that bounces off holiday ornaments and lighting. We wanted it to feel like you were inside a prism or staring up into a Christmas tree.
The copy’s main role was to express inclusivity - but done through the voice of a New Yorker/referencing New York lifestyles.
Not for nothing, we had a lot of fun making this.
Video billboards
The OOH campaign included video billboards at the main Knicks fan entrances and Penn Station commuter entrances and exits.
The billboards focused on One Medical’s differentiators. We highlighted specialized service lines and focus areas, like care for Chronic conditions, Mental health, and specific communities like LGBTQ+, Seniors, and Pediatrics & Family care.
The team
Creative Director: Jessica Lacombe
Associate Creative Director, Design: Nina Raj
Associate Creative Director, Copy: Nathan Kuntz
Designer: Bineshii Hermes-Roach
Sr. Project Manager: Marlene Barahona
Sr. Video Creative Producer: Graham Paterson
Account Director: Korri Rolla