• by Fern Siegel , August 10, 2023

New work for CityMD is now visible throughout New York City.

The ads are localized via the MTA. Work is also running across social and digital banners.

CityMD is the largest provider of urgent care in New York. It's open 365 days and no appointments are required. It has 160 locations throughout New York and New Jersey and on-demand access to virtual care.

Deutsch NY is responsible for the creative. The media agency is FKA.

The focus was creating singular out-of-home ads for CityMD that would get New Yorkers and suburban commuters easily agreeing with the copy, such as: "When it's the dead of New York summer and you need to feel alive. That's a real issue." "Can't get a doctor's appointment until next month? That's a real issue."

“We wanted to get the word out that CityMD offers a lot more than just sick visits. So we spread our message in the healthiest place we could think of — the subway.” Jeff Good, creative director, Deutsch NY, told Agency Daily.

Each execution develops a recognizable tone of voice for the brand the agency intends to carry into the future.