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Adams & Knight Wins Best of Show

We’re proud to have won more awards than any agency at the Ad Club of CT’s annual award show—including Best of Show, best copywriting and best art direction honors.

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Masonicare

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Insights

Masonicare had a perception/reality problem. Too many people saw it as “that nursing home on the hill,” even though it had long since evolved into a vibrant, state-of-the-art community for senior living and healthcare. We needed to let Connecticut know that this was not your grandmother’s Masonicare.

Ideas

Over a long-term, rewarding relationship, we’ve created a series of fully integrated campaigns for Masonicare. Consistently, we’ve showcased the energy, humor and personality of real residents to demonstrate that, whether you’re looking for at-home care, assisted living or a beautiful on-campus home, Masonicare is the choice for a new generation of seniors.

Impact

Not only did the campaign trigger an emotional response, it shifted perceptions—and motivated action.

  • Website hits increased an average of 415% a week and peaked with media flights.
  • Phone calls increased 900% during media flights.
  • Seminars received record attendance.