Nov 11, 2019

So Much Better

Changing Healthcare For The Better. It’s not just a tagline for Baylor Scott & White Health. It’s the mission behind everything they do. Now in its second year, the tagline was once again a central driver of the campaign message. Since Baylor Scott & White Health is focused on making people better so they can live a better life, Launch set out to create advertising that feels, looks and sounds better, too.

“Healthcare advertising is mired in a sea of sameness, full of sympathetic images of nurses and doctors with patients in the hospital,” said Ben Day, Director of Creative & Brand Management at Baylor Scott & White Health.

Finding the right team to help bring the idea of better to life in a meaningful way was key. So Launch partnered with award-winning director, Jaci Judelson and director of photography, Colin Watkinson. Both known for creating beautifully engaging and emotional commercials, Judelson and Watkinson were the ideal pair to capture stories that would connect with viewers in a memorable way.

The result is a series of spots that merge the past with the present, showing what a patient’s life looks like today while hearing the back story of how they got better with the help of Baylor Scott & White Health.

“We want to inspire Texans to take charge of their health, be proactive and worry less. This is why we show our patients thriving after treatment,” said Day.

CREDITS:

Client: Baylor Scott & White Health

Director: Jaci Judelson

Director of Photography: Colin Watkinson

Production Company: Tool of North America

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: Diane Seimetz, Launch Agency

Creative Director/Art Director: Dean Oram, Launch Agency

Creative Director/Copywriter: April Steinbach, Launch Agency

Producer: Jaime Roderer, Launch Agency

Account Director: Jason Giles, Launch Agency

Account Supervisor: Macy Barbee, Launch Agency

Editor: Jack Waldrip, Charlie Uniform Tango

Sound Design: Jake Kluge, Russell Smith, Charlie Uniform Tango

Music: Nick Patronella, Charlie Uniform Tango

Nov 6, 2019

A Car Show in a Higher Gear

In 2017, Launch and longtime client Park Place Dealerships collaborated on the first-ever Luxury & Supercar Showcase—the region’s only all-luxury dealership car show and lifestyle event. So in 2019, the third year of this now-annual tradition, the time was right for a campaign that pushed the limits.

We worked with acclaimed illustrator Stephen Selzler to create a distinctive look. This energetic and modern style was the perfect reflection of the sleek, sophisticated cars on display and the high-end vibe of the event. We brought it all to life across a wide range of materials—everything from print ads, billboards and digital executions to the official event poster and program.

But not only did this year’s 2019 Luxury & Supercar Showcase campaign look fabulous, it also drove incredible results. Park Place shattered all attendance records, welcoming over 4,500 guests and completely selling out of VIP passes. They also raised over $140,000 for the event beneficiary, Baylor Scott & White Irving Foundation.

Take a look at how this year’s creative work brought a new level of excitement to Park Place’s iconic car show.

Mar 7, 2019

Launch scores three 2019 Dallas ADDY Awards

Congrats to our Baylor Scott & White Health and Park Place Dealerships teams for taking home two silvers and a bronze at the 2019 American Advertising Awards Gala at The Bomb Factory.

Our Baylor Scott & White team was awarded a silver for the “Never Settle” TV spot and a bronze for the Changing Healthcare For The Better OOH campaign. Our Park Place Dealership team took home a silver for the annual Texas Rangers Triple Play event.

High fives to our team and our clients for creating such great work this year! 🏆

Dec 4, 2018

Relaunching healthcare for the better.

As our name suggests, our clients turn to us when launching or relaunching a new product or service. But it’s not every day we get the call to relaunch an entire category and make its powerful new mission into a meaningful message – stat. Based on Baylor Scott & White Health’s century-old legacy of innovation, and its focus on how people get well and stay that way, “Changing healthcare for the better” was born.

The campaign kicked off in July 2018 with teaser and reveal outdoor, digital, social and :30 and :15 television. Broadcast creative was shot by award-winning director, Jeff Bednarz and edited by Jack Waldrip of Charlie Uniform Tango with music by EliasArts of Los Angeles.

With our partners at Baylor Scott & White Health, we continue to look for new and better ways to spread the word throughout North and Central Texas, so keep an eye out for new work in the coming months.

Out-of-home board

Apr 24, 2018

Park Place Dealerships’ New TV Campaign Shows How Seamless Car Buying Can Be

After the success of last year’s “Your Place” campaign spots, Park Place was ready to add more to the story. The original campaign served to highlight how Park Place’s commitment to personalized service, an exceptional dealership experience, and time-saving tech makes it unique. The new campaign needed to communicate this message and highlight some of the exciting innovations that Park Place is debuting this year – namely a car subscription service called Park Place Select, as well as easier online purchasing with Path to Purchase.

Park Place has doubled down on their commitment to convenience this year. The resulting “Seamless Experience” campaign communicates the idea that a Park Place experience can happen at your convenience, whether that means in the showroom or while lounging by the pool, for example.

Park Place Select was designed with customer needs in mind. For one monthly subscription price, clients enjoy the ability to switch up their ride based on their changing lifestyle, all without leaving their home or office – a Park Place concierge will bring the car to you. And for those who prefer to online shop, Path to Purchase is the answer to easier digital retailing. The streamlined car purchasing system allows you to select the make, model, and features you want online, as well as determine your financing and trade-in value so that your dealership visit is quick and easy.

“We really wanted to show how Park Place caters to their clients, making their services accessible for the ultimate convenience,” adds Richard Wezensky, Associate Creative Director.

The first :30 execution, “What If,” shows how car shopping can be just as effortless as digital interactions by way of a swipeable, shoppable universe. The spot begins with a man swiping through car options in his driveway until he lands on his perfect vehicle, illustrating the simplicity of the Park Place Select service. Then it cuts to a woman using the Path to Purchase shopping process on her tablet at home to review car options before “magically” proceeding to the showroom where a sales associate hands her the car keys.

Director Ben Hoffman and the editorial team at Charlie Uniform Tango (CUT) were invaluable when it came to capturing the seamless essence of the new campaign.

“The CUT team really allowed us to collaborate closely to get the best result,” says Alex Slotkin. “The suggestions Ben and his team made and the on-set discussions we had helped us better communicate the effortless nature of the Park Place experience across the campaign.”

The first spot debuted during the Scandal series finale. The rest of the campaign will air during other primetime television shows, including This is Us and the Grey’s Anatomy finale, as well as during high-profile sports programming on spot and cable TV and online.

To view some of our favorite ads in the campaign, visit our YouTube channel.

Mar 12, 2018

Launch Agency wins 2018 Dallas ADDY Awards

Launch, consumer insights and creative agency specializing in fast-growth brands, was recognized for excellence by the 2018 Dallas ADDY Awards. This is the 15th year running the shop has taken home honors from the event, which celebrates area talent, and the best in design and advertising. This year’s winners were for Logo Design on behalf of One Arts Plaza, the lively skyscraper and business park in the heart of the Dallas Arts District, conceived by visionary developer Lucy Crow Billingsley. The agency also placed in the Public Service Online/Interactive category for The Stallings Award, named after football legend and humanitarian Gene Stallings. Winners of the award include TCU coach Gary Patterson (2018), Clemson coach Dabo Swinney and UT’s Mack Brown, among others.

One Arts Plaza

An architectural breakthrough in urban multi-use communities, One Arts Plaza has been a fixture of the Dallas Arts District since 2005. Home to a 24-story skyscraper and bustling plaza, it is a hub for live entertainment, rotating art exhibits and a collection of popular restaurant fare. While One Arts has remained vibrant, Billingsley tapped Launch to infuse its thirteen-year-old brand with the edge and excitement of the venue.

One Arts Plaza “The updated typeface is reminiscent of the original but bolder,” says Carolyn Sexton, Launch Senior Art Director. “We added angled strokes off certain letters in the name to lend energy and a sense of playfulness. We also retained the neon red square, an icon on the Dallas skyline, resulting in an evolution that melds heritage with a clean, modern twist.”

Amy Woods – Account Executive

Diane Seimetz – Brand Strategy

Dave Wilgus – Creative Director

Carolyn Sexton – Art Director

Amy Nortman – Art Director

The Stallings Award

Through its long-standing relationship with The Ashford Rise School of Dallas, Launch had the opportunity to create a new visual identity for The Stallings Award. The award benefits the school, which is dedicated to providing quality education to preschool students with developmental disabilities. It is named after Texas A&M player and coach, Gene Stallings, whose late son, Johnny, had Down Syndrome. “Our goal was to convey the enormous positive impact Coach Stallings, the award recipients and sponsors – as well as The Rise School – have had on children with developmental delays,” says Alex Slotkin, Launch Associate Creative Director on the project. John Poston, Rise School of Dallas co-founder, commissioned a companion e-brochure, designed to persuade ESPN execs to add the Stallings Awards to their annual College Football Awards show. The strategy was a successful one, and the event will now reach a national and international audience.

Michael Boone – Account Executive

Alex Slotkin – Copywriter

Carolyn Sexton – Art Director

Oct 6, 2017

Supercars for Super Clients: Creating a Car Show

If you’re a passionate car enthusiast, the chance to see some of the world’s most exclusive luxury vehicles is somewhat of a spiritual experience. For our long-time client Park Place Dealerships, working with brands like Rolls-Royce, McLaren, and Bugatti is a daily reality. Because these vehicles are in separate dealership locations across the metroplex, we had an idea – what if we brought these amazing cars together for one larger-than-life event as only Park Place can throw? The concept of the Luxury & Supercar Showcase was born. We worked closely with Park Place’s internal marketing team, as well as their PR partner, Aardvark Communications, to take the initial idea of the Luxury & Supercar Showcase and turn it into a truly spectacular event. Dallas fashion, cuisine, and supercars were introduced into the mix, showcasing the best of DFW and building additional brand awareness for Park Place. Among the work completed to launch the show were a logo and branding, print ads, billboards, radio spots, digital banners, social media posts, emails, and a Pandora Genome Station. The digital efforts generated over 3 million impressions during the short promotional period. To view creative samples, including a video teaser trailer, visit our “Work” page.

Guests arrived at the Four Seasons Resort and Club Dallas at Las Colinas under a cloudless blue sky to view legendary luxury car models from around the world. They were the first to glimpse the new 2018 Rolls-Royce Phantom, get up close and personal with a $3 million Bugatti Chiron, and inspect the new Bentley Bentayga SUV. And for classic car fanatics, there was also plenty to admire – a juried Collector’s Showcase competition included a 1965 Shelby 427 Cobra (formerly owned by Carroll Shelby himself), a ’61 Rolls-Royce Silver Cloud, and a ’72 Fiat Dino Spider, to name a few. Delicious eats, live music, and stunning fashions from Northpark Center were on hand to complete the spectacle.

The results of the event itself surpassed all expectations – $30,000 was donated to the Momentous Institute, which serves more than 6,000 children and their families each year in order to rebuild their social and emotional health. The event was sold out with 2,750 attendees, cementing Park Place as the go-to dealer for luxury autos.

Apr 28, 2017

Launch Featured in the 2018 Graphis Poster Annual

Work for two of our clients was recently featured in the 2018 Graphis Poster Annual, including a poster series for the 2016-2017 Dallas Winds concert season and a poster series for Chapps Burgers rebranding. Read on to learn more about the process behind each project. Chapps Burgers Chapps Burgers is a family owned and operated business with 7 restaurants in the Dallas area and a 34-year history of making big, great-tasting hamburgers. Our goal was to create an engaging, cohesive brand using in-store posters and other elements to attract new customers and ultimately franchise investors. The simple traits that made Chapps successful became our inspiration to create a brand that embodied their strong work ethic and passion for making delicious burgers. We started with a graphic look and feel we call, “Blue Collar Cool.” Classic and industrial in tone, the design direction takes its cues from an era of vintage craftsmen. Check out the poster series here. Dallas Winds The Dallas Winds is one of the most accomplished wind bands in the world. Our assignment was to promote their 2016–2017 season and the unique programming for each individual concert. Because each Dallas Winds performance is an original masterpiece, we wanted to capture that energy and craftsmanship in ten original works of art. From chalk and cotton to rhinestones and tissue paper, we gave visual expression to their musical expression. Then we brought it to Dallas Winds fans and soon-to-be-fans with a season brochure, posters, digital animations and more. To view all of the winning work for Dallas Winds, click here. Since 1944, The International Journal of Visual Communication has been publishing significant and influential work of fine artists, illustrators and advertisers in the Graphis annual publication.

Nov 30, 2016

Crafting a Brand From the Bun Up

Sometimes there’s really nothing that hits the spot quite like a good old-fashioned burger. Here at Launch, we like burgers as much as the next guy, and we were more than happy to partner with Texas burger chain Chapps Burgers to relaunch their brand. We sat down with Dave Wilgus, Launch Principal, to learn more about the rebranding process.

WHAT WAS THE GOAL OF THE CHAPPS REBRAND?

Chapps Burgers, family-owned and operated for 34 years, spans 7 restaurants in the DFW metroplex and has a history of making great-tasting hamburgers. The family owners wanted to franchise their business and came to Launch to help them re-launch the Chapps brand. Our goal was to create an engaging brand story and cohesive brand experience that would attract new customers and franchise investors alike.

WHAT WAS THE DESIGN INSPIRATION BEHIND THE INTERIOR DECORATION AND BRANDING?

Customers told us that Chapps’ amazing burgers, quality ingredients and fair prices kept them coming back for more. Chapps’ long history of doing things right and treating people like family made them a Texas burger institution. The simple traits that made Chapps successful became our inspiration. We created a brand that embodied their strong work ethic and passion for making a great tasting burger. We started with a graphic look and feel we call “Blue Collar Cool.” Classic and industrial in tone, the design direction takes its cues from an era of vintage craftsmen, when baseball tickets, painted signs and union logos were works of art. The voice of the brand is a common sense, no B.S. attitude delivered with likable, relatable wit and humor.

HOW ARE THESE ELEMENTS COMMUNICATED BOTH IN-STORE AND ON THEIR WEBSITE?

We try to use all customer touch points to get people to engage with the Chapps brand and tell our unique story. Starting in-store, we took advantage of every available square inch, down to the napkin holders. The new restaurant interior design incorporated the primary brand colors and graphics direction – modern industrial tone with a touch of vintage warmth. We used a white brick wall behind the order counter to hand paint brand graphics that tell the Chapps story and communicate our brand values. The new menu hanging above the counter reflects the modern vintage graphic look and feel of the brand with language that speaks to the quality of our ingredients and long history.

Chapps Burgers Wall Mural

We created five eye-catching posters with bold photography and smile-worthy headlines to help people understand what makes a Chapps burger so special.

Chapps Burgers Poster Art

Packaging is another important way to tell our story in and out of the store environment. We used simple, recycled materials to make bags, boxes, and cups that continued the vintage graphic look and fun, memorable messaging.

The Chapps website gave us the opportunity to give people a big picture overview of everything the brand stands for starting with our history and the belief of the family patriarch that “we can make a better burger.” Mouth-watering photography paired with humorous headlines and copy feels warm and welcoming. Even if you’ve never visited a Chapps in person, you’ll understand how we became a Texas Burger Institution.

Chapps Burgers Website Homepage

WHAT WAS THE MOST CHALLENGING ASPECT OF THE REDESIGN?

Our limited budget was somewhat challenging but we were able to find ways, including more affordable printing techniques and materials, to communicate the brand story in-store and online.

WHAT WAS THE MORE REWARDING ASPECT OF THE REDESIGN?

Seeing the final results of all our work in the first Chapps remodeled store gave us all great satisfaction. And hearing that store sales were up – even better!

Mar 10, 2016

Baylor Scott & White Health, Launch Agency receive national recognition for Cancer Awareness campaign

Widely considered the nation’s most elite advertising competition of its kind, the Cancer Awareness Advertising (CAA) Awards is dedicated solely to the promotion of cancer products and services. Entries are judged by a panel of design and healthcare marketing professionals with decades of combined experience in creativity, layout/design, typography, production, quality, and overall effectiveness. We were awarded a coveted Silver certificate in the Healthcare System Group, Total Advertising Campaigns, for the 2015 Oncology Campaign, “Fighters Wanted,” featuring actual patients, on behalf of Baylor Scott & White Health.

“We know patient empowerment is a critical element in the successful prevention, detection, and treatment of cancer,” said Taryn Pemberton, director of Service Line Marketing at Baylor Scott & White Health. “Our goal was to capture the inner strength of these survivors and share it with the outside world,” added Launch Agency principal Diane Seimetz. “Less fear, more action, lives saved.”

The award-winning integrated campaign comprised print, magazine, out-of-home, and web banners, as well as terrestrial radio and Pandora streaming digital spots.