Highmark is moving into the Philadelphia region — which is big news. Huge. We wanted to make a splash to announce our arrival with out brand message. But given the unique culture of the region, we needed to target more than one audience. How could we get out message across, while relating to a variety of people in different age and financial brackets?
Easy. We created a :30 spot seamlessly composed of each target. But each scene broke into its own unique :15 and :06 spot that could be served to a more targeted audience. You’ll see the :15s here. There were also print, digital, and social elements to this campaign, but you get the picture.

For our third reason to believe in the Because Life platform, we focused on the addition of behavioral health specialists within the network. The concept chosen here was “showing your emotions,” giving people permission to let out what’s on the inside and seek therapy. It serves as both a PSA and an advertisement for behavioral health.

This campaign will launch later in the year. There are many additional elements, but here’s what’s included:
:30 TV, 2 OOH boards, a print ad, :15 TV, :06 TV, vertical video

Through insights, we found out that most people don’t get a flu shot because they believe they can protect themselves just fine. But what they can’t account for is the person next to them. Through the neighbors campaign, we teased the idea that there are some things, and people, you just can’t stop.

This campaign ran for two years, with the first year including a TV spot, radio, and sneezing poster. The second year had a smaller budget and focused on radio and social.

After the launch of Because Life, we started featuring reasons to believe. This was the second in the series focusing on lower cost prescriptions. The campaign was in many mediums, starting with TV and venturing into Highmark’s first Tik Toks. While I was not the one that came up with the concept of “arm and a leg,” I was instrumental in taking this campaign across all mediums, and he driving force on starting to create more unique content for social mediums.

Highlight reel shows video for:
:30 TV, :15 TV, :06 TV, Instagram, Tik Tok.

When we decided to bring Because Life to the sporting arena, we knew we needed a twist on the brand to fit the unique space of sports and fandom. We came up with the concept “We’re all here to play,” which revolves around the idea of fans being a part of the whole sport experience. We’ve used this concept across every sport, incorporating different executions by arena. Below, you’ll see a collection of work in market (as of December 2023), with more in the production phase (activations, and more).

Make a :60 spot about Medicare, but interesting. The challenge was huge, but we were game. In a sea of sameness that involves retirees talking to the camera, we wanted to create something different. We came up with the insight that your Medicare decision doesn't just impact you — it can impact everyone in the house. Even the dog.

This :60 doesn’t just use DRTV best practices, it also uses storytelling best practices with clear wants and needs of Ellen, and her dog Cobalt. Those pieces combine to create a spot that feels a lot less than :60, and a lot more exciting than a retired football player telling you about his Medicare plan.

As we launched a new suite of digital health tools at Highmark, we wanted a creative way to show how members can manage their health outside of doctors appointments. The team came up with the idea of Body Language and the visual of a shadow reacting to tell this story.

This campaign was used across all mediums, but the TV, OOH, print, and social included will give you a good sense of how it came to life.

The Warhol museum had a larger than life artist coming to town, and needed a big concept to show him off. We created a campaign that highlighted the unique history of the man, Michael Chow, that was bigger than just a few billboards. In fact, we took over the side of buildings.

Create Pittsburgh 2016: Top Ten in communications

Any Pennsylvania lottery ticket could be a winner, which is why you should treat each one like it is one. This spot was a continuation of the “you could be holding a winner” campaign, focusing on a couple on the piano.

When the oldest craft brewery in Pittsburgh wanted to open a new location, we were tasked with helping make a splash. With the concept “Newest Oldest brewery” we were able to help launch something that maintained the history that is so important to the brand, yet build in a new brewery.

What kind of portfolio would this be without a COVID campaign? A less sad one, that’s for sure.

Highmark had an existing relationship with the local MLB team, so we used our previously purchased media to do talk about everyone’s favorite topic: safety. But since this is the world of sports, we at least had some fun with it.

August 6, 2019 would have been Andy Warhol’s 90th birthday.

To celebrate, the Warhol Museum used his iconic muse to feed those in need. 90 cases of Campbell’s Soup were donated to the Pittsburgh Food Bank — commemorating Andy’s milestone birthday. We used his art to do good in the community where the famous artist was born and celebrated.

While a quick stunt, we received local and national media coverage.

https://www.mediapost.com/publications/article/323410/marc-marks-warhols-90th.html

https://www.wtae.com/article/andy-warhols-birthday-being-celebrated-in-pittsburgh-around-the-world/11643365?src=app

We were tasked with advertising a new offering from GNC — personalized vitamin packs. To get the word out, we made 4 spots, with similar print ads, that showed what these packs are all about. Personalize vitamins fit for how you live your life.

Rite Aid’s charity KidCents shares a similar mission to the popular TV show Daniel Tiger's Neighborhood. So we teamed the two up to create a series of PSAs that show what the right support can do for our children. These PSAs were created with almost no budget, yet became the standard for PSAs shown during Daniel Tiger’s neighborhood.  

To bring Because Life into our community, we created the idea of “skip to the good part.” This platform is all about making community moments easier, like we do with health care. One of our activations for this was a series of signs in our local park that direct visitors around the area to try new, fun activities. This park is huge, so these signs removed the guessing of what to do and helped visitors get right to the fun stuff.

To launch these signs, we hosted an event filled with all the things you need to skip to the best day in the park.

*Silver local Addy