Strategy
We knew that in the Philadelphia region, love isn't always soft or polite. It is often fierce, fiercely protective, and deeply urgent. We conceptualized the "We Love Hard" campaign to reflect this unique regional expression of care.

The strategy was to flip traditional, gentle healthcare platitudes on their head. We acknowledged that while a nurse's relentless urgency might be perceived on the surface as impatience or a lack of grace, it is actually a profound expression of love when seconds count. By telling Philadelphia that true love "likes to fight" against a diagnosis and "looks for trouble" by running toward a crisis, we communicated a highly resonant message: We see you, we know you, because we are you.

Execution
I directed a visual and tonal aesthetic that leaned heavily into this regional grit. We utilized raw, high-contrast photojournalistic imagery paired with bold, unapologetic typography and distressed textures.The copy boldly declared that ChristianaCare's love "isn't always patient" and that its ultimate goal is "letting you go" back to the life you love. Yet, amidst this fierce modern positioning, we successfully grounded the campaign in the institution's legacy, reminding the market that this level of devotion is rooted in the "good old-fashioned love" that started in a simple brick house over a century ago.   The resulting campaign drove significant brand lift in the new market while simultaneously serving as a powerful internal affirmation for the staff, melding legacy pride with a bold new future.