The Brief: Promote the Babylon by Telus Health app to post-secondary students during back-to-school season, when many are managing their own healthcare for the first time away from home.
Creative Strategy: The campaign met students where they already are, in faculty-specific messaging, in playful emoji-led posters placed in unexpected everyday locations, and in a tongue-in-cheek card game expansion for dorm parties. Using humour and familiar cultural formats to normalize a conversation students often avoid.
The Execution: Developed three connected concepts: faculty-targeted campus messaging welcoming students back to school, an "Emotive in the wild" poster series using emojis in bars, gyms and other real-world spots, and "Doctors without boundaries," a medical-themed party card game expansion, each pointing back to Babylon as the easy way to access care.
Creative Strategy: The campaign met students where they already are, in faculty-specific messaging, in playful emoji-led posters placed in unexpected everyday locations, and in a tongue-in-cheek card game expansion for dorm parties. Using humour and familiar cultural formats to normalize a conversation students often avoid.
The Execution: Developed three connected concepts: faculty-targeted campus messaging welcoming students back to school, an "Emotive in the wild" poster series using emojis in bars, gyms and other real-world spots, and "Doctors without boundaries," a medical-themed party card game expansion, each pointing back to Babylon as the easy way to access care.
My Role: Senior Art Director, concept development, campaign design, and art direction across all three creative executions.
Emotive in the wild: They say a picture speaks 1,000 words. Using emojis to say all the things we might not specifically want to by placing playful posters in relevant locations (resto bars in bathrooms, printouts in gyms etc.) to show that Babylon by Telus Health is your go-to app for all sorts of unusual situations.
Doctors without boundaries: Dorms across Vancouver will soon be enjoying Babylon themed cards at their next party, with this medical-themed expansion for that popular card game. Filled with tongue-in-cheek content and reasons to use Babylon, the cards are all rounded out by a CTA that reminds people healthcare is no game.
Doctors en route: OOH liveries and posters placed along train, bus and transit routes leading to the main university campuses.
