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Creative

Viola Davis Lends Her Voice to Deliver a Powerful Message for Mayo Clinic

Viola is the voice behind Mayo Clinic’s latest campaign 'You Know Where to Go' from TBWA\Chiat\Day NY and Psyop

Viola Davis Lends Her Voice to Deliver a Powerful Message for Mayo Clinic

Mayo Clinic continues to position itself as a beacon of hope for patients, today unveiling its latest extension to the You Know Where to Go campaign in partnership with actress and activist Viola Davis.

Taking a bolder, more reassuring tone than in previous work, ‘The Power of Answers’ is stunningly mesmerising, aiming to visualise the impact of certainty on a mind consumed by the unknown.

Grounded in research, innovation, and teamwork, Mayo Clinic is a true leader in the medical field specialising in an integrated care model leading to an accurate diagnosis for patients.

With a relationship spanning three years, TBWA\Chiat\Day New York continues to champion its Disruption DNA, working alongside Mayo Clinic to challenge the medical category conventions of advertising. The result: a scientifically informed artistic interpretation of the power of an answer in a patient’s mind.

Leaning into Mayo Clinic’s innovative and tech-forward mission, TBWA\Chiat\Day NY and production company Psyop developed the images seen in the film taking inspiration from imaging tractography software (Trackvis), MRI data and 3D modelling. 

Sherri Gilligan, chief marketing officer at Mayo Clinic notes: “While Mayo Clinic can’t promise each patient a cure, we can uncover answers that spark hope and optimism for those who have seen so little. This campaign holds an incredibly powerful brand message that speaks to who we are at our core: an organisation on the relentless pursuit of answers for our patients.”

Walter Connelly, TBWA\Chiat\Day NY executive creative director, adds: “We wanted to fuse science and art to show the journey of the unknown to the known. The visualisation of a beautiful collection of synapses firing was the red thread throughout the work, tying everything together. It illustrates the power of an answer, the power of Mayo Clinic.”

‘The Power of Answers’ will run across digital, OOH and social from September 8th to December 2020.


Featured Companies: Psyop

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Mayo Clinic

Chief Marketing Officer: Sherri Gilligan

Division Chair, Brand Strategy and Creative Studio at Mayo Clinic: Molly Biwer

Executive Creative Director at Mayo Clinic: Wes Weleczki

Senior Creative Director at Mayo Clinic: Anna Stassen

Director Brand Strategy at Mayo Clinic: Jeff Warnock

Manager Brand Strategy at Mayo Clinic: Chastity Kessler

Marketing Manager at Mayo Clinic: Lauren Spiceland

Marketing Manager, Mayo Clinic Health System at Mayo Clinic: Gary Stinnett

TBWA/Chiat/Day

Chief Creative Officer: Chris Beresford-Hill

Head of Integrated Production: John Doris

Executive Creative Director: Walter Connelly

Associate Creative Director: Shannon Murphy

Associate Copywriter: Alli Walker

Senior Art Director: Royston Ang

Associate Creative Director/Art Director: Ashley Veltre

Associate Creative Director/Copywriter: Holden Rasche

Associate Art Director: Belen Aragon

Senior Producer: Ruganzu ‘Riggs’ Howard

Business Lead: Shannon Nunn

Business Director: Rosalie Jones

Business Manager: Emily Downs

Executive Strategy Director: John Gibson

Strategy Director: Nus Madraswala

Strategist: Carlin Dixon

Director of Integrated Business Affairs: Thalia Tsouros

Charpie, Integrated Business Affairs Manager: Anne-Camille Charpie

Communications: Ashden Hill

CEO: Rob Schwartz

President: Nancy Reyes

Psyop (Production Co)

Director: Shane Griffin

Executive Producer: Andrew Linsk

Senior Producer: Angela Foster

Wave - (Audio)

Audio Engineer: Chris Afzal

Executive Producer: Vicky Ferraro

Human (Music)

James Dean Wells, Executive Producer: James Dean Wells

Mike Jurasits, Creative Lead: Mike Jurasits

Ed Dunne, Composer: Ed Dunne

Jonathan Hubbell, Additional Arranging: Jonathan Hubbell

Sound Design: Mike Jurasists and Daryl Pinsdorf