RWJBarnabas Health has introduced its first holiday campaign focusing on themes of health, community and shared traditions, emphasizing the meaningful moments that define the holiday season in New Jersey. The campaign celebrates beloved aspects of life in the Garden State and leans into authenticity as it was filmed in Nutley, Clifton and Montclair with a cast of local New Jerseyans.
The integrated campaign, developed in collaboration with New York-based advertising agency StrawberryFrog, features a two-minute film running digitally, along with 30-second and 15-second spots airing on New Jersey broadcast and radio.
The campaign’s strategy centers on connecting with New Jersey families in the places and moments that matter most during the holidays. As the largest healthcare provider in the state, RWJBarnabas Health aims to show up in the everyday spaces where people already gather.
The creative uses light humor and familiar New Jersey traditions to catch people’s attention during a busy season and reflect the spirit of the communities we serve. Watch below:
“We are telling a holiday story about the people of New Jersey—it’s a bit of a holiday love letter,” said Brian Deffaa, Chief Marketing Officer at RWJBarnabas Health. “The spot feels like a film and highlights iconic New Jersey—celebrating those moments with friends and family that make one’s health so important this time of year. During the holiday season, nobody wants a heavy kind of spot. We wanted to be light, bring a smile and remind people why you want to stay healthy.”
StrawberryFrog also gave Reel 360 News this behind-the-scenes video:
A 90-second News12 holiday sponsorship will run throughout the season. Advertising placements will reach holiday travelers statewide, including NJ Transit and PATH transit hubs, and the campaign will also appear at Santa displays in malls across New Jersey.
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