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As The River Flows

newsA spectacular animation for this World Otter Day, one as colorful and charismatic as the playful creatures themselves. As The River Flows follows the River Otter on a journey through the northern California watershed from the High Sierras to Tomales Bay. As scenes unfold we see a complete snapshot of their lives, from water to land, from day to night, and from season to season.

Created for the River Otter Ecology Project with the hope that, through greater exposure, they may continue to educate and work with government and corporations alike to provide a conduit between these appealing little creatures and an ever-increasing human presence.

Actor and nature lover, Peter Coyote, graciously lent his distinct voice to the project and award-winning musical team, John Trivers and Elizabeth Myers of Trivers-Myers Music in LA, stepped up to provide the gloriously haunting score for the animation.

Perhaps this statement for the animation sums up the essence of what we have and what is at stake here.

“Life in the Northern California watershed is a shared proposition. The system is complex and easily unbalanced. The return of the charismatic River Otter, ambassador to our watershed, is a beacon of hope to encourage continuing wetland restoration and conservation. Balancing this fragility is the responsibility of us all.”

Now A Golden Pixie for LFC

newsWinning a Gold Pixie award is a great way to start the New Year! Another accolade for the Middlesex Hospital campaign, this time for, Innovation. LFC's, Jerry van de Beek, directed the beautifully filmed live action and then gave it extra sparkle with his striking and inspired VFX. We're happy to say that the jury of the 2016 Pixie's agreed. A job well done!

In 2015 we wrote about, Innovation, which was our latest spot for Middlesex Hospital and part of a larger on going campaign of commercials, print, outdoor media and digital content for that client. Then we learned that the campaign had been honored with a Gold award in the B2C category at the 2015 MITX Awards. So the Pixie Award is carrying on a great tradition.

Often viewed as a quality, caring hospital, Middlesex was not top of mind for delivering complex care. The reality is that Middlesex Hospital has competitive facilities, staff and technology capabilities, but dogged with the perception of a less sophisticated hospital.

Their goals: change their perception to be the clear first choice for healthcare in their area, increase market share and increase service line procedures.

Statistically the campaign has achieved all of this and more. Now Middlesex Hospital is recognized as being, as the tagline reads: The Smarter Choice for Care.

  • 24% increase in overall web traffic
  • 107% increase in visits to the cancer center page
  • 38% increase in service line share of visit
  • 30% increase in top of mind awareness
  • 271% increase in ad recall

The Massachusetts Innovation and Technology Exchange (MITX) is a nonprofit trade association for the digital marketing and Internet business industry located in Boston. Well done, Primacy!

Innovation - The Intersection of Talent and Technology.

news Innovation is the title and theme of this latest campaign for Middlesex Hospital. LFC directed the beautifully filmed live-action. Striking animation and inspired VFX ingeniously transform the visuals, echoing groundbreaking advances in medical technology, by providing a specific unique graphic link that integrates the whole.

“Our design challenge was to come up with elegant motion graphics that felt high tech but that were integrated with the live action to such a degree that they supported the action of our talent. An intrusive technical overlay on top of a human in action can easily look scary. We wanted to ensure that the image looked and felt organic and that the motion was driven by the action of the actor.”

Innovation is part of an on going campaign of commercials, print, outdoor media and digital content by LFC for this client who have reported a 271% increase in ad recall and a 30% increase in top of mind awareness since the initial campaign began. Now those are some analytics we can get behind!

Original MDSX Spots Win Silver Telly Awards

newsSeems like we're doing nothing but write about our latest Middlesex Hospital campaign. Now we get to revisit the spots that began this award-winning sweep. Common Thread and Missing People, the first two commercials in the series, have each won a Silver Telly - their highest honor.

Common Thread tells the potent story of how, at Middlesex, tradition embraces modern technology and infuses both with humanity. Three vignettes sweep us in an upward journey from medical treatment to a place of restored health where a person can fully resume the enjoyment of life.

newsMissing People is the story of survival. Every year 7.6 million people die from cancer worldwide. For each of those people there are countless meaningful moments missed. The talented doctors and leading-edge technology at Middlesex changed that for these three people and put them back into the moments they otherwise could have missed out on.

The Telly Awards was founded in 1979 and is juried by over 500 accomplished industry professionals. With nearly 12,000 entries worldwide less than 10% are chosen as winners of the Silver Telly.

Gold Awards from the Advertising Club of Connecticut

newsPart of an on going campaign, Missing Person, for Middlesex Hospital, took top honors at the 2014 Award Show. The campaign swept no fewer than 8 golds.

Later the same month the Connecticut Art Directors Club gave it their order of excellence – a nice moment of recognition.

MDSH Common Thread Campaign Judged with Accolades

newsSince Common Thread first aired, the spot has won or placed in every Award Show it was entered. You don’t often get to hear exactly what the judges think of your work, and why, but just this one time we did. Here, Jason Carreiro, talks about the TV ad.

“Hospital and healthcare advertising tends to be fairly predictable — smiling patients and doctors in pristine hospital rooms with a reassuring voice-over and a tasteful piano soundtrack. The Middlesex Hospital TV spot surprised me with its bold execution. The beautiful, high-contrast animation and swirling, vibrant colors have an immediate wow-factor that forces the viewer to sit up and take notice. The campaign narrative, The Smarter Choice for Care, speaks to the fact that Middlesex Hospital does things differently — embracing new technologies and ways of thinking about medicine and patient care. The design execution supports that claim perfectly. The spot is a wonderful example of how a creative execution can really make a concept sing.”

Common Thread took the Connecticut Art Directors Club, Judges Award plus three more gold awards. That same year, the Advertising Club of Connecticut, gave it three gold awards. It was also a finalist at the 2013 Global Awards. Our hearts sing at a job well done!