CIGNA: ”The TV Doctors of America”
TVC/OLV/DIGITAL/SOCIAL
To help Cigna encourage people to get their annual checkup, we created The TV Doctors of America, an integrated campaign that used fake doctors to save real lives. The campaign released to widespread acclaim and earned every major advertising award, including Cannes Gold.
CREDITS
ECD: Larry Platt
ACD: Tom Weingard, Ferdinand Daniele
Creatives: Donnell Johnson, Daniel Aykurt
Director: Grant Heslov
In addition to broadcast, the campaign featured shareable online videos that allowed the TV Doctors to showcase their real area of expertise: being TV Doctors.
Social and digital extensions helped the TV Doctors engage with fans in new ways. On TV’s biggest stage, we partnered with MRM//McCann to create a war room that generated social content in real-time. Our doctors dominated the social conversation all night and earned Cigna over 25% of all brand mentions during the Emmys.
CREDITS
CD: Carl Ceo
ACD: Rebecca Gardner
AD: Astrid Andujar, Cheryl Thrower, Tatiana Girman
Press
People • Entertainment Weekly • Boston Globe • Adweek • Creativity • AdAge