CU Anschutz Medical Campus, a relatively young institution, aimed to establish itself as the premier academic medical campus in the Rocky Mountain West. But it was often overlooked by patients who would fly over Colorado for care at better-known coastal centers. To change this, CU Anschutz partnered with BVK to create a bold, visionary campaign. The “Where Dreams Live” campaign, launched in Colorado during Super Bowl LIX, showcased CU Anschutz as a unique maverick with a spirit of openness and a bold entrepreneurial ethos. And is a place where dreams of better health and medical outcomes converge – those of patients, physicians, researchers, students and staff. The campaign used high-impact traditional and digital media channels to build awareness and highlight CU Anschutz’s commitment to transforming healthcare and improving patient lives.