In 2022, Macquarie University Hospital commissioned D&O to create an advertising campaign in shopping centres and on public transport based on building awareness that: a) the hospital exists; and b) where it is. There was also a sub-campaign to highlight specific knee and hip surgery that would be seen alongside the main awareness campaign.

 

With a very strict visual palette, the solution was to concentrate on simple wayfinding that directed viewers from where they were at the time of viewing the ad, to where the hospital is. This practical approach was combined with the power of puns to create a campaign that would stop commuters in their tracks (yes—that is also a pun).