UChicago Medicine needed to win over healthcare opinion leaders and influencers in a market dominated by legacy institutions. Our campaign showed that when you’re facing an unfair fight, you want a team undaunted by challenges or convention. By spotlighting UCM’s world-class physicians and their fearless approach to care, we repositioned the brand as the uncompromising, relentless choice—one that doesn’t just keep up with the standard, but sets a new one.