Cleveland Clinic - Magazine Campaign

Company: Cleveland Clinic, Cleveland, OH
Entered by: Hill Holliday, New York, NY
Company Description: Cleveland Clinic, located in Cleveland, Ohio, is a not-for-profit, multi-specialty academic medical center that integrates clinical and hospital care with research and education. Cleveland Clinic was founded in 1921 by four renowned physicians with a vision of providing outstanding patient care based upon the principles of cooperation, compassion and innovation.
Nomination Category: Advertising
Nomination Sub Category: Best Magazine Ad Campaign

Nomination Title: Piano / Hotel Door / Chess

1. The date in 2006 on which this nominated campaign was first run, aired, or otherwise made public:

June 2006

2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

Our objective was to put Cleveland Clinic on the map by showing not only how its
world-class expertise delivers the medical care patients need, but also provides
a true, deep empathy for a patient's raw emotions at the point of diagnoses.
Cleveland Clinic puts patients first and reassures them that they are in the
best possible hands. That is how the idea of "Letters To Tomorrow" was born. A
message to express your faith in your own survival and your complete confidence
in Cleveland Clinic through a personal letter to the one thing in life that
you're looking forward to once you get better.

3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Advertising Agency: Hill Holliday, New York
Client: Cleveland Clinic
Art Director: Simon Grendene
Creative Director: Alan Shoval
Photographer: Kenji Toma, New York