Blue Cross Blue Shield
Agency: RO3
Role: Founder, ECD
The doctor will stream you now. Blue Cross Blue Shield of Massachusetts feature American Well’s fantastic direct‐to‐patient telehealth platform, but awareness and trial were lagging. They enlisted me to take communication to the streets in a joint out‐of‐home effort.
Brand Strategy
Brand design
Web experience
Station Domination
47 unique Blue Cross Blue Shield out‐of‐home executions were created to fill Copley Station and Logan Airport and all were completed in under three weeks.
Co-Branding
The campaign reaffirmed classic Blue Shield Blue Cross branding but with a modern refresh and new sense of humanity and empowerment. We also made sure to bring importance to American Well’s technology platform—helping the company pursue new provider partnerships post‐campaign.
