Abel launches new work for regional health insurer Westfund
Creative consultancy Abel has launched new work for health insurance company Westfund, Mumbrella can reveal.
Celebrating Westfund’s regional heritage, the three new spots showcase the company as ‘health insurance from a healthier place’ – away from high-density and high-stress city environments, as well as big city health insurers.
Laura Pillans, Westfund digital experience manager, said: “Westfund has grown up on 140 years of regional community values.
“We adopt a free-range lifestyle with a focus on mental health and wellbeing – something that comes through in everything we do as a company and a core brand truth we wanted to share with the rest of Australia.”
Simon Fowler, Abel co-founder and creative director, added: “It doesn’t take much digging to discover just how much Westfund’s sense of place comes through in the way they operate. It’s refreshing – health insurance built by a community of people who have a health perspective on life.
“So it only seemed fitting to explore some of those mindsets – the real beauty is the stories that come from these regions are endless, giving Westfund a robust brand narrative they can grow year-on-year.”
Abel worked with Collider’s director, Suzanne Kim, and Hart & Co’s photographer, Corey White, on the campaign.
Phillip Robbie, creative partner at Abel, said: “Working with Suzanne and Corey was an absolute pleasure.
“We couldn’t have brought Westfund’s wholesome, homegrown values to life without their vision and unique approach to craft.”
The platform, ‘health insurance from a healthier place’, aims to bring the benefits of small town insurance to a national stage, showcasing Westfund as a place where “everyone gets a fair go, where a handshake is binding and where we give people the time of day”, the agency said.
The spots will roll across TV, social, OOH and digital.
Other assets:
Credits:
Client: Westfund
Tony Karras, head of brand marketing and experience
Laura Pillans, digital experience manager
Agency: Abel
Nicole Jauncey, creative, co-founder
Simon Fowler, creative, co-founder
Phillip Robbie, creative partner
Nicholas Kelly, art director
Kirsty Angus, client partner & head of operations
Margot Fitzpatrick, senior agency producer
Production company: Collider
Suzanne Kim, director
Rachel Ford-Davies and Karen Bryson, executive producers
Autumn Loveday, producer
Adam Wills, editor
Rumble, sound studio
Onyx Music, music
Photography production: Hart & Co
Cory White, photographer
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Abel
Collider
Corey White
Hart & Co
Laura Pillans
Phillip Robbie
Simon Fowler
Suzanne Kim
Westfund
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