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      Gold
      




      Elevate Healthcare
      Rise Above
      




      Elevate is a champion of challenger brands in healthcare. As an independent healthcare agency, it understands that it’s difficult to create a self-promotional effort that helps potential clients understand the challenger ethos. And the agency wanted to communicate much more than a basic thought or a tagline — it wanted a full campaign with a multichannel series of sustained messaging.
      




      The objective for the $1 million campaign was simple: Help target audiences learn more about the Elevate Challenger mission and understand how the agency might help them rise above their respective brand’s challenges. And it stemmed from the insight that every brand is a challenger at some point in its life cycle. Everyone wants to help their brand reach its full potential. The agency identified 11 different types of challenger brand archetypes. 
      




      Targeting biotech, medtech and pharma brands of all sizes, it set out to show how Elevate can help them recreate or change their brand’s narrative. The campaign included multiple individual parts, each connecting and appealing to one of the 11 brand archetypes it identified in research. Each offered opportunities for potential clients to find out more about which archetype their brand is.
      




      The messaging that followed was quick and concise, each relating to the encouragement to rise above. Arresting visuals showed objects moving above or transcending their usual context. The intriguing series of ads, with a powerful combination of altruism and a touch of whimsy, knocks viewers off guard.
      




      Judges admired the consistent campaign pull-through, as well as the results. Elevate said the effort led to nine original RFPs and six new brand assignments. And Elevatehc.com pages per session went up 55%, with time spent per page rising an average of 35%.
      




      




      Silver
      




      TJP   
      TJP Rebrand
      




      While the primary objective of this rebranding campaign was corporate enough — create a new identity for TJP that would not only set it apart but also authentically represent the agency’s values and personality — the result is an irresistible animated effort that the judges called “Clever, eye-catching, wacky and fun!” It beautifully channels the unconventional personality of the agency and its employees and rang true with its audience. The effort drove a 1,900% jump in LinkedIn followers and a 300% increase in new business opportunities.
      




      Click here to view 2024 MM+M Award Winners.