We've all done it. We get some ache, pain or illness and immediately consult Dr. Google. And, ultimately, this desperate Internet hunt for answers results in hours of your life lost to endless searches and a whole host of new ailments you convince yourself you have. That's the insight that drove this campaign and helped position a revamped healthcare website by the Ontario Government. Why go down Internet Rabbit Holes when you can connect to the care and answers you need.

This fully integrated campaign consisted of 30 and 15-second TV/online commercials, a 6-second video for social, radio, out of home and digital ad units.

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(Freelance Creative Director, Rethink)