Take Phil's Money
Dr. Druker and Oregon Health & Science University (OHSU) are well known for their breakthroughs in oncology. After OHSU proposed a 10-year fundraiser with a goal of $250,000,000 towards cancer research, Phil Knight (CEO of Nike and a long-time philanthropist for OHSU) challenged them to raise half a billion dollars in 2 years and he would match it. I led the art direction of a prospective campaign that also involved pitching the campaign to Phil Knight himself.
This project called for big ideas with incredible momentum to sustain fundraising for 2 years. I had to be provocative. I brought in the NIKE mentality. This began with Phil Knight challenging OHSU— we should extended the challenge by daring rivals, organizations, and people to Take Phil’s Money.
RECRUITMENT / STRATEGY
Phil "recruits" elite doctors to create a dream team
Phil calls out on his biggest rivals (Adidas, Puma, etc.)