Phoenix Children’s now had the best pediatric surgical department in the Southwest—boasting physicians who were superstars in their fields—so we knew that’s where our focus needed to be. To that end, the agency developed an integrated campaign showcasing the surgeons themselves and the most critical tools each one possesses: their hands. ANDERSON worked very closely with Phoenix Children’s to understand the breadth of their service offerings—even witnessing and filming a live surgery to expand our understanding. After this extensive research, we created a strategic plan, concepted and produced the creative, and purchased and placed the media. The effort included a wide range of communications:online video, mobile, desktop, airport signage, and more–and the agency executed it all with surgical precision.