NewYork-Presbyterian’s Immunotherapy Ad "Unmasking a Killer," Created by Seiden Advertising, Wins Two Clio Health Awards

Innovative Ad Campaign Awarded Gold in Short Form Film and Animation Film Technique

Dec 5, 2016

New York

NewYork-Presbyterian today announced that “Unmasking a Killer,” an ad campaign that brings the complex issues of cancer and immunotherapy to life, has won two Clio Health Awards in the categories of Short Form Film and Animated Film Technique. The striking ad, created by Seiden Advertising and featuring illustrations by acclaimed Israeli artist Noma Bar, seeks to fundamentally change the way medical advances can be explained to a mass audience and to highlight NewYork-Presbyterian’s national leadership in the field.

"NewYork-Presbyterian, working with the extraordinary specialists at Columbia University Medical Center and Weill Cornell Medicine, is a leader and innovator in advancing the treatment of cancer.” said David A. Feinberg, vice president and chief marketing officer of NewYork-Presbyterian. “We are so proud that, with the "Unmasking a Killer" campaign, we were able to match the innovation of our research physicians with creative story telling in a way that resonates with our patients and the public at large. Credit goes to our doctors, patients and the amazing team at Seiden. It’s a privilege to work with them. If even one patient obtains better care through this campaign, it will have been a success.”

“Unmasking a Killer” uses vivid imagery and animated storytelling to make a new approach to fighting cancer not only understandable, but personally relevant and inspiring. The ad was launched during Super Bowl 50 on local television spots immediately before and after the game to reach as many New Yorkers as possible. At the same time, a longer film appeared online on a NewYork-Presbyterian dedicated landing page with links to the hospital’s cancer-related services, a doctor-finding functionality, ongoing clinical trials and other related content.

The campaign resulted in significant engagement and viewership. While NewYork-Presbyterian’s more traditional online videos about cancer previously averaged approximately 2,800 total views each, there were more than 400,000 views of the “Unmasking a Killer” film online during the campaign. Facebook video views have totaled nearly 200,000 to date, with a reach of over 400,000.

“Arthur C. Clarke famously wrote that any sufficiently advanced technology is indistinguishable from magic. That’s what we tried to capture in our film. We used clever, shape-shifting animation from world-famous illustrator Noma Bar, featuring a storyline filled with heroes, villains, intrigue and hope. The result was an entirely new visual vocabulary and a new way of talking and thinking about how cancer works and how it can be defeated,” said Stephen Feinberg, chief creative officer of Seiden Advertising.

The ad was created by: Stephen Feinberg, Executive Creative Director, Copywriter; Eric Houseknecht, Creative Director, Art Director; Tim Hurley, Junior Art Director; Noma Bar, Illustrator, Director; Alejo Accini, Animator; Helen Cowley, Producer; Jill Levy, Sanity Productions/Agency Producer; Weston Fonger, Sound Designer.


NewYork-Presbyterian is one of the nation’s most comprehensive healthcare delivery networks, focused on providing innovative and compassionate care to patients in the New York metropolitan area and throughout the globe. In collaboration with two renowned medical school partners, Weill Cornell Medicine and Columbia University College of Physicians & Surgeons, NewYork-Presbyterian is consistently recognized as a leader in medical education, groundbreaking research and clinical innovation.

NewYork-Presbyterian has four major divisions: NewYork-Presbyterian Hospital is ranked #1 in the New York metropolitan area by U.S. News and World Report and repeatedly named to the magazine’s Honor Roll of best hospitals in the nation; NewYork-Presbyterian Regional Hospital Network is comprised of leading hospitals in and around New York and delivers high-quality care to patients throughout the region; NewYork-Presbyterian Physician Services connects medical experts with patients in their communities; and NewYork-Presbyterian Community and Population Health features the hospital’s ambulatory care network sites and operations, community care initiatives and healthcare quality programs, including NewYork Quality Care, established by NewYork-Presbyterian, Weill Cornell and Columbia.

NewYork-Presbyterian is one of the largest healthcare providers in the U.S. Each year, nearly 29,000 NewYork-Presbyterian professionals deliver exceptional care to more than 2 million patients.

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