Brand Anthem Video

As a creative centerpiece for the Children’s Miracle Network (CMN) national brand launch, the “Make Big Change For All Kids” brand anthem video introduced the organization’s evolved brand through cinematic, cause-forward storytelling that celebrates
the resilience of patients and their families. Rather than telling audiences what CMN does, the video shows what its network of children’s hospitals, partners, programs and donors makes possible, creating an emotional connection that anchors the new
brand launch.
Jump developed the anthem as the creative foundation for the new brand identity and narrative across multiple touchpoints, immersing audiences in the hope and collective impact that CMN fundraising makes possible. Featuring real Champion patients, the diversity of care represented reinforces CMN’s commitment to supporting health for all kids (a key brand differentiator), celebrating what children can achieve when they have access to exceptional care rather than focusing on the challenges they face. The result is a rallying cry that deepens understanding of the brand before inviting audiences to support their local children’s hospital. The video launched as a core storytelling element of CMN’s paid media campaign, supporting brand awareness, differentiation and engagement among target audiences.
Jump served as CMN’s strategic and creative agency partner, developing the concept for the brand anthem video. Working with an external production partner on the full-length film, Jump led creative direction, scripting and post-production collaboration, as well as developing additional derivative content assets.
Jump designed the anthem as a scalable creative system, adapting both video and still photography for multiple brand and organizational uses. These included a hero asset for paid media channels and an evergreen brand asset across owned marketing and communication initiatives, as well as corporate partner and fundraising program campaign activations.
As the flagship asset of CMN’s national marketing campaign, the “Make Big Change” anthem is currently supporting performance results that are exceeding awareness KPIs and demonstrating early indications of donor engagement.