Bupa releases first creative work since partnering with Thinkerbell

Bupa has released its first work since appointing Thinkerbell to its creative account, building on the ‘Because Life Happens’ platform.

The new work offers new customers a six week free retail offer, urging young Australians to join Bupa “right now… because life could happen… to anyone… seriously…annnyy second now…”.

Mumbrella revealed in December that Thinkerbell had won Bupa’s creative account, following a competitive pitch process. The account was previously held by AJF Partnership for four years.

On the new campaign, Jim Ingram, national chief tinker at Thinkerbell said: “We’ve been looking forward to extending the Because Life Happens platform for Bupa and this 6-weeks-free offer was the perfect opportunity to play with the idea that anything can go wrong, at any time. Each approach is simple, using a single shot to create building tension, whilst delivering a crystal clear retail message”.

The campaign features three 30 second TVCs, each showing an individual going through precarious situations, where the possibility to an accident, requiring insurance cover would be necessary.

One features a young woman moving a cupboard out of her flat, another a reckless cyclist speaking to the camera, and the other a man narrowly avoiding opponents on a rugby field.

The campaign will receive coverage across TV, radio, audio, digital display, socials and OOH.

Bupa added to Thinkerbell’s growing client list including Klarna, Binge, 13 Cabs, IAG, Vegemite, Tourism Australia, Sukin, Lion Beer and Accor Hotels.

The agency also revealed new work for Mars Wrigley’s Extra gum yesterday, a new ‘Dating Line’ initiative encouraging Melburnians to get back out and support small businesses.


Client: Bupa
Creative Agency: Thinkerbell
Media Agency: Atomic212
Production: Finch


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