While the USC football team was dominating the gridiron year after year, the USC-branded hospitals were suffering from low awareness and preference. They called in the team from Swanson Russell to engineer a comeback. And in one of the most competitive media markets in the U.S., we made them a household name.
Out of HomeOpen/Close
Right place. Right time. Right message. This out of home campaign highlighted the “No Matter What” philosophy of USC’s brilliant physician staff.
Aiming for broader recognition of the “Fight On” message, a billboard campaign was introduced to drive home the USC brand to the masses.
Bold imagery coupled with smart, simple headlines defined the “Fight On” print campaign, which heralded three ingenius innovations pioneered at the hospital.
This inspirational video set the stage for the “Fight On” campaign, introducing the audience to the hospital’s philosophy and providing a window into what drives its physicians.