Lahey Clinic is a Massachusetts hospital system with a decidedly different approach: Top specialists working side-by-side, under one roof, collaborating to solve medical problems. This campaign sought to establish their credentials, and explain Lahey's benefits. While many of these ads have an empathetic message, we avoided the warm and fuzzy tone popular in hospital advertising in favor of a more buttoned-up, we-know-what-the-hell-we're-doing tone.