New York Festivals has, for decades, celebrated the best of Healthcare, Wellness, and Pharmaceutical advertising. After a multi-year hiatus due to the pandemic, the competition has returned with a new name and branding—NYF Health. Ogilvy Health worked with NYF Health to create a humorous print campaign for the new edition, slyly nodding to the competition's long-term existence by claiming "We were into health when New York wasn't" amidst a backdrop of retro New York imagery.