I was tasked with creating several concepts for a regional awareness campaign for MDNow Urgent Care. The campaign was to focus on particular areas of Miami to convey that MDNow is Florida-grown and knows its community well. In the process of coming up with these campaign concepts, I stumbled onto an idea that could also work well for their general marketing.I developed the Right About Now concept to capture that moment right when you know you need care - and to integrate part of their name into the slogan.
The client was so thrilled with this additional concept that they went for the regional marketing campaign and the Right About Now campaign separately. The concepts ran all across Florida in OOH signage and across digital landscapes.