A Team Effort

Our copywriters didn’t write “Fight On.” The University of Southern California adopted that phrase as the battle cry of their fight song in 1922. But we did uncover the insight that USC-branded hospitals fought with the same courage, dedication, and grit as their athletic counterparts — just in bigger, higher-stakes contests. The hospitals suffered from low awareness and preference in the crowded Los Angeles market, so we made them a household name by capturing their fighting spirit in this campaign.

Outdoor
Out of Home
Out of Home
TV / Video Content