In 2015 we created an out-of-the-box campaign for Advanced Radiology focused on competitive pricing. Named “Sad Purse,” it featured purses and wallets with designs that appeared to have negative facial expressions – upset at being taken advantage of by area imaging providers. As a follow-up, “Happy Purse” was designed to show the opposite: purses and wallets that appear to have positive facial expressions, like happiness and relief, showing their appreciation for the competitive pricing at Advanced Radiology. The ads were used as a poster campaign in their eight outpatient imaging centers, as well as outdoor bus stops in train stations within a two-mile radius of area hospitals.