“I Did” | UCHealth
This iteration of our annual brand campaign featured five inspiring patients who proved that victory is never about elaborate equipment or fancy gear—it’s about your own grit, determination, commitment, and heart. From Cassandra’s return to bodybuilding after a traumatic brain injury to Victor’s ability to turn laps after being on a ventilator for a month, they took the triumphant vibe we were going for and ran with it—literally.
Video
The centerpiece of the campaign was a 60-second broadcast spot that we cut down in 30- and 15-second increments for social media. The goal: create something people had zero idea was a healthcare ad until they saw our logo.
At UCHealth, the traditional healthcare trope of doctors in white coats crossing their arms is off-limits. The brand is centered around the tagline of “Live Extraordinary,” and we feature patients doing exactly that.