Description

After the acquisition of Sparrow Health in mid-Michigan, University of Michigan needed a launch campaign for the rebrand (UofM Health-Sparrow) promising a higher standard of care for the local communities. Starting with a teaser social/digital/OOH, then following up with TV & print. The “Game-Changer” spot aired during the 2024 NCAA Final Four—in which the spotlight was one women’s basketball—we told a story inspired by Athletic Heart Syndrome where a young athlete gets the care she needs from world-class UofM providers.