Title

Children’s Healthcare of Atlanta

Name

Kids Only

Challenge

Both Egleston and Scottish Rite had deep roots within the community. Entrenched, to be exact. Rebranding the two as a single institution would be incredibly difficult.

Because many parents were wary of the merger, it was essential to focus on the message that kids would be much better served from the union. Making it fun made it palatable.

Concept / Copy

I worked on both.

Solution

Ask a kid a silly question, make them giggle. We played this game with real patients, inquiring about their experiences at Egleston and Scottish Rite with the camera rolling. We edited their answers and produced this spot.

We knew that getting people to call the places they knew and loved by a new name would take years. This first rebranding effort served more as a feel-good message to pave the way for more branding in the future.