Challenge /
The Heart Hospital of New Mexico had clearly established itself as the premier cardiac treatment center in the state. However, the hospital was interested in branching out into other (non cardiac specialties.) HHNM wanted to position themselves to the public as a small, private, full-service hospital.

Key Insight /
Highlight the key benefits patients receive when they choose to be treated in a smaller, private hospital. The Heart Hospital is dedicated to providing care the way it should be.

Solution /
Use humor to add levity to a typically scary subject for most people (hospitals.) Each ad was designed to demonstrate the key benefits of being treated in the Heart Hospital of NM vs. larger, more impersonal hospital systems.