Rebrand a Hospital. Don't show a hospital.

Hospital for Special Surgery (HSS) had been the #1 orthopedic hospital for 8 years when we won the account. But patients were not coming to them. The reason was that orthopedic departments were cropping up everywhere in response to an aging population. HSS needed to own something bigger than their #1 status or any orthopedic procedure. So we gave them a human truth that a leader could own, and a line: How you move is who you are. Now they've been #1 for 10 years and are constantly searching for more world class surgeons to meet their growing demand.