BWM Isobar wins NIB from Saatchi & Saatchi, launches campaign
NIB has released its first work with Dentsu’s BWM Isobar after the agency won the creative account following a competitive pitch.
The incumbent for the account was Publicis’ Saatchi & Saatchi, who had held the account since 2013.
The campaign launches the new communication platform ‘Health First’, set to the Public Enemy track ‘Harder Than You Think’.
The 30-second spot depicts a montage of people living Health First with animated designs swirling around them. The ad shows scenes such as someone choosing vegetables over cake and an older person skateboarding.
BWM Isobar executive creative director Marcus Tesoriero said: “We’re super excited for BWM Isobar to join the NIB family in this new journey for the brand. Health First is more than a marketing line, it’s a promise to prioritise healthier lives for members over anything else. We’re pumped to launch this reinvigorated brand platform and can’t wait to help NIB develop a continuing line of products and initiatives to facilitate their all-new Health First mantra.”
Chris Donald, head of marketing at NIB, added: “We were impressed by the passion, insight and breadth of creative directions the BWM Isobar team immediately identified when we shared our refreshed brand positioning. They were natural partners to develop a communication platform which connects more Australians with their health, and how NIB can support them on their personal health journeys. ‘Health First’ perfectly captures how positive health can lead to a more vibrant, happier life.”
The campaign is on TV, out-of-home (OOH), digital and social.
NIB has flagged that it also intends to use big data to identify members who would best benefit from support programs and preventative actions for improved health outcomes.
NIB recently refreshed its brand via Landor & Fitch Australia.
Credits:
Client: NIB
Head of Marketing: Chris Donald
Group Manager – Brand and Content: Cate McNeil
Marketing Campaign Manager: Ryan Meredith
Creative Agency: BWM Isobar
Executive Creative Director: Marcus Tesoriero
Executive Strategy Director: Aaron Martin
Creative Director: Jack Delmonte
Creative Director: Iggy Rodriguez
Art Director: Justin Borromei
Copywriter: Brandon Piggott
Client Services Director: Sophie Lander
Group Account Director: Evaan Miocevich
Account Director: Jessica Walley
National Production Lead: Lauren Reilly
Integrated Producer: Jess Campbell
Integrated Producer: Jack Caldwell
Production Company: Collider
Director: Damon Cameron
EP: Karen Bryson
Producer: Alex Taussig
DP: Aaron McLisky
Illustration: Collider Studio
Animation: 21-19, The Jacky Winter Group
Post Production: ARC
Editor: Drew Thompson
Colourist: Ben Eagleton
Is it just me or this looks identical to Origin’s brand ad from last year?
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Interested to see how this rolls out.
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