UCLA Health: Still #1
Client: UCLA Health
Agency: Hylink
Year: 2020
In the US News & World Report 2020-21, UCLA Health retained #1 ranking in California, and rose to #4 in the nation. If you live in LA in 2020, it’s very possible that you have seen this ad somewhere:
To further lift its brand awareness, UCLA Health announced its rankings through OOH ads and social channels. The banner above was created by their in-house team, which has been placed on billboards, buses, and within metro stations domestically.
Globally, however, its performance has remained low on social media since the campaign launched. Therefore, UCLA Health worked with us again to improve their international campaign performance. The client would like to keep the same message but create a more interesting visual to drive traffic to the international services page on the UCLA Health website.
I proposed two art directions - the first one was inspired by Bauhaus Art, using geometric patterns to create a dynamic sense of movement and highlight the #1.
The second design featured the common procedures that patients would experience on their medical trips - language assistance during visits, physician consultations, examinations, and surgical procedures.
The client picked the first direction, and they liked it so much that they wanted to run an OOH ad in LA local shopping malls. So we went on creating an animated 10s version for the digital billboards. The ad has also been translated into different languages for international markets, with a QR code embeded that leads people to the website.