Children’s Medical Center Dallas is launching a new advertising campaign crafted by Dallas independent, The Richards Group. The new campaign, “Storybook,” takes viewers on a journey by telling the truly inspirational, real stories of three Children’s patients: Jubilee, Adrian and Brooke.
Jubilee – the princess who loves pink – has a beloved doll that endured six-rounds of chemo and multiple stem cell transplants with her. Adrian – the vivacious dinosaur-lover – received a kidney from a superhero. Brooke – the singing and dancing queen – got a very special machine that helps her heart beat.
“Amazing things happen at Children’s every day as a result of the highly specialized care each child receives,” said Betsy MacKay, vice president of public affairs for Children’s Medical Center. “We’re thrilled to work with The Richards Group to launch this memorable and relatable campaign that truly demonstrates the heart-warming stories of our patients, their families, and our staff.”
Each of the unique stories is told in a pop-up storybook landscape. The Richards Group creative team worked with Grammy-nominated director, Jamie Caliri, and Duck Studios to create the animated spots for television. Each spot evolved from hand-drawn characters and backgrounds. The drawings were then cut out and filmed using in-camera stop motion animation. Different artists were tapped for the creation of each spot to ensure the authenticity of each story. All three spots end with a shot of the real patient closing the book on his or her story – all with happy endings. Print, outdoor, radio, and online elements complement the intricate TV spots to complete the campaign.
“We used a captivating creative technique to establish the storybook effect because this campaign is just that – captivating,” said Dick Mitchell, campaign creative director and principal at The Richards Group. “Children’s is a world-class hospital. Through this campaign we’re able to demonstrate the hospital’s expertise and commitment to patients in an unforgettable way.”
The Richards Group handled media planning, buying and creative development for the campaign. “Storybook” will run in local spot markets throughout the year.
The Richards Group has been the agency of record for Children’s Medical Center since 2000.