• by Fern Siegel , 4 hours ago

Penn Medicine is celebrating big milestones in its 275th year. 

A key part of U.S. history, the institution's national campaign “First Then, First Now,” by Yard NYC showcases its singular achievements.

“Penn Medicine was the first medical school in the country. From developing the mRNA vaccine to opening the first maternity ward, it hasn't stopped being first since. In synchronicity with America's 250th celebrations, this was the time to bring to life this legacy with “First Then. First Now,” speaking to the idea that it has always been and will continue to be an innovator,” Ruth Bernstein, CEO Yard NYC, told Agency Daily.

Most of Penn’s history lives in archives, handwritten letters, surgical sketches, research journals and diagrams, which the agency transformed into a living scrapbook of breakthroughs.

The campaign rolls out locally in Philadelphia and nationally across broadcast, digital, OOH, print, search and audio through August. Media was placed in key markets, such as Boston, Chicago, Los Angeles, New York and San Francisco.

Commerce and MayoSeitz Media handled media placements.

Yard NYC has been an agency partner of Penn Medicine since winning the account in a competitive pitch in 2022. Its creative work includes NFL Shop, Perry Ellis, Penguin and J. Crew.