Craig Falzone Creative

Working for Kaiser Permanente, the biggest project of the year every year was the open enrollment campaign. The annual push to get people to sign up for healthcare called for a concise articulation of the brand’s unique benefits, which would then be stamped on a zillion brochures, mailers, magazines, webpages, etc. One year I came up with the phrase “Well Connected” and when the opportunity to advertise the opening of some new medical offices came up, a campaign that played off the old children’s song, “Your leg bone is connected to your hip bone,” etc. seemed like a perfect fit.

My contributions included creative direction, copywriting, email, direct mail, print, and outdoor.