Bupa helps Australians through life’s ups, downs and up-agains via Thinkerbell
International health insurer Bupa is helping Australians prepare for life’s ups, downs and up-agains in its latest campaign from Thinkerbell.
The campaign is the latest iteration of the brand’s ‘Because Life Happens’ platform, which Thinkerbell has built on since its appointment to Bupa’s masterbrand creative account in December 2020.
The work doubles down on one of Bupa’s key visual devices, the blue sky, and optimism it embodies. The spot sees Australians of all kinds gracefully float up and down through the sky, showcasing the moments Bupa can prepare you for every day – rather than just being there when something bad happens.
Launched on TV over the weekend and set to ramp up across paid channels in September, the campaign offers a distinctive and easily adaptable framework that allows Bupa to communicate anything from an emotive brand message to hard-hitting retail offers in the same recognisable style.
Thinkerbell’s national chief creative, Jim Ingram, said: “We’ve been itching to dial Bupa’s distinctiveness up a few levels. With the single mindedness of the idea, the clarity of the execution, and the beauty of our new track, Bupa can only go up, up, up, and up in the minds of Aussies looking for health insurance. That’s all of you.”
Bupa’s general manager of marketing, Naomi Morton, said: “We are thrilled to take the next big creative leap forward with our ‘Because life happens’ platform. Brands need to be honest, relevant and to speak to the moment. Against the backdrop of uncertainty of the past few years, this campaign is a positive demonstration of Bupa’s experience and scale, giving our members confidence that we’re here for them through life’s ups and downs.”
Credits
Client: Bupa
Naomi Morton – General Manager of Marketing, Bupa
Alexandra Mleczko – Head of Marketing, Bupa
Lucinda Lacava – Campaign Manager, Bupa
Creative Agency: Thinkerbell
Ellen Woods – Creative Tinker
Louise Rutherford – Head Thinker
Katrina Khao – Lead Thinker
Jim Ingram – National Chief Creative Tinker
Adam Ferrier – Chief Thinker
Jaime Morgan – General Manager – South
Tom Wenborn – Executive Creative Tinker
Sean McNicholas – Head Tinker
Megan Latter – Creative Tinker
Nick Livingston – Lead Production Tinker
Production: FINCH
Derin Searle – Director
Claire Thompson – Exec Producer
Media Agency: Atomic 212°
Post and online: Arc
Original Composition: Via Level 2
Sound: Sonar
its a really simple, really nice, well branded ad.
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