GS&P Reminds You How Easy It Is to Get Sick in Debut Campaign for One Medical

By Patrick Coffee 

Goodby Silverstein & Partners has picked up some new business by way of One Medical, a startup looking to “disrupt” the primary care business.

This week, the agency debuted its first work for the Bay Area company, which takes the form of 130 unique placements in different cities. The aptly named “Sick Cities” is all about reminding passersby how easy it is to contract some sort of yucky germs–especially in notoriously unclean spaces like Times Square or the Sunset Strip.


But that’s not all. There’s also the Roxy, which is always reliably disgusting.

And let’s not forget your favorite bus shelter.

The campaign also includes digital placements beyond OOH.

“We wanted to highlight the ways in which One Medical delivers exceptional care that actually fits into real life–whenever or wherever you need it,” said Doug Sweeny, CMO at One Medical.

From Tristan Graham, GS&P CD who led the campaign: “One Medical is completely reimagining what it’s like to go to the doctor with an entirely modern experience. In working together, we sought to create advertising that is as innovative and personalized as the One Medical experience, which led to our ridiculously contextual campaign, Sick Cities.”

Beyond the work above, GS&P collaborated with San Francisco design agency Moniker to redesign the brand identity and help develop the photography. The company, which is backed by Google parent Alphabet and The Carlyle Group, among others, is set to double its offices, according to the press release.


Agency: GS&P
Client: One Medical
Campaign: “Sick Cities”

Co-Chairmen: Jeff Goodby and Rich Silverstein
Chief Creative Officer: Margaret Johnson
Creative Director: Tristan Graham
Creative Director: Felipe Lima
Copywriter: Clemens Zlami
Copywriter: Anthony Pagaza
Senior Designer: Lorenz Ortiz
Designer: Tiffany Zaporteza
Designer: Ben Katz
Head of Brand Strategy: Bonnie Wan
Brand Strategist: Gabriella Dishotsky
Head of Communication Stragey: Christine Chen
Communication Strategy Director: Victoria Barbatelli
Senior Art & Print Producer: Alisa Latvala
Managing Partner: Leslie Barrett
Account Director: Shanley McClure
Account Manager: Ariel Berk
Assistant Account Manager: Sydney Campbell
Director of Business Affairs: Judy Ybarra

Photography: Tinker Street
Photographer: Michael O’Neal
Producer: Preston Richardson

CLIENT: One Medical
CMO: Doug Sweeny
Director of Marketing: Lindsey Belknap
Senior Producer, Brand: Karen Orlowski
Creative Director Chris Peel
Senior Director, Online Marketing: Aaron Lee
Associate Creative Director: Natasha Foote
Senior Copywriter: Robyn Hoke
Corporate Counsel: Anneka Huntley

AGENCY: Moniker
Founder & Creative Director Brent Couchman
Creative Director Nate Luetkehans