Agency: Euro RSCG Chicago

Name of campaign: “Everything's Connected”

Launch date: February 2010

Creative credits: Group creative director: Bernie Gomez; creative director: Jen Wood; associate creative directors: Liza Melecio, Darrin Sullivan; account supervisor: Cammie Hunter; account executive: Christian Badger; account planner: Sandi Preston; art director: Mindy Chandler; copywriter: Dan Marvin

Why we like it: OK, sing along with us: “The X-ray machine is connected to the EMR system. The EMR system is connected to the patient's chart. The patient's chart is connected to the doctor's phone.” It doesn't quite have the rhythm of “Dem Bones,” but this “Everything's Connected” direct mail piece for Sprint has impactful eyeball appeal, with a skeleton as the main visual. The visual is also appropriate to the message, which is that Sprint Customer Network Solutions has integrated wireless and network technology with GE Healthcare's medical technologies. Aside from the visual appeal and the dimensional mailer's creativity, we are always big fans of case studies, especially a case study featuring a customer as respected as GE Healthcare. It's a vote of confidence more powerful than any creativity—even something this good. It should eventually lead to Sprint's gaining more hospital customers and putting more bones into the company's coffers.