More To Celebrate For Collective Measures And Medtronic’s What If? Campaign

Collective Measures, in partnership with Lippe Taylor and Medtronic, earned bronze for Integrated Campaign of the Year at the 2025 Ad Age Healthcare Marketing Impact Awards for their work on Medtronic’s “What If” of 150 campaign. This award is designed to recognize healthcare’s best advertising, marketing, promotion, and communication campaigns. This marks the second major award recognition for the work this year, following success as a finalist in the “Pharma/Health/Wellness” category at the  2025 OMMA Awards.

Launched in celebration of Medtronic’s seventy-fifth anniversary, the “What If” of 150 campaign explored how people could live longer, healthier lives through AI-driven healthcare technology. The campaign aimed to reach consumers who value innovation, technology, and wellness but often feel disconnected from healthcare brands.

To effectively engage this tech-savvy, health-conscious audience, Collective Measures deployed a strategic, earned-first creative strategy. The approach positioned Medtronic as a trusted leader by highlighting longevity and AI-driven health innovation. The campaign was powered by high-impact executions, such as custom content with The New York Times and a collaboration with Adam Savage of MythBusters. The campaign ultimately exceeded goals, delivering measurable impact — notably improving brand trust metrics and driving a 3.5% increase in brand mentions and a 7% lift in impressions.

Click here for the full list of award recipients.