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HBF echoes slogan from its past in new campaign by Marketforce

HBF has launched its new campaign featuring a slogan from one of the health care provider’s most successful campaigns from more than a decade ago.

The latest campaign by Marketforce poses the question ‘Are you with HBF?’, and aims to provide a more realistic perception of health and its challenges.

HBF campaign

Directed by David Rittey from Airbag Productions, the 60-second TVC will be unveiled on October 16th, and features a series of important life moments where people have had to address difficult and unexpected questions about health.

The video shows a father learning to carry his baby, a girl pulling her hamstring, and a little boy with a crayon stuck up his nose.

Neil Le Febvre, HBF general manager, marketing and communications, said:  “We have built a campaign around the insight that when life throws curved balls you need the right people on your side. ‘Are you with HBF?’ provides the perfect close and call-to-action.”

HBF, which has previously focused its campaigns on fitness, aims to reflect the true unpredictable nature of health in the new campaign.

“We’re implicitly reminding people that HBF is uniquely qualified to be their health partner,” Le Febvre explained.

“HBF has a 75-year record of caring for West Australians and helping them to navigate the complexities of the health system. We’re also one of the few major insurers that has held true to our not-for-profit status and is still able to put members’ interests first.”

The campaign will roll out across television, out of home, radio, social and digital.

Credits:

  • General Manager, Marketing and Communications: Neil Le Febvre
  • Group Marketing Manager: Agata Sleeman
  • Brand Strategy Manager: Amy Wondurack
  • Brand Marketing Consultant: Amie Taylor
  • Marketing Manager – Acquisition: Kristina Green
  • Snr Marketing Consultant: Rosanne Cagorski

Agency:

  • Creative Directors: Pat Lennox & Ben Green
  • Account Director: Shaun De Souza
  • Strategy Director: Nicole Cikarela
  • Producer: Kelly Dobbin

Production:

  • Production Company: Airbag
  • Director: David Rittey
  • DOP: Ginny Loane
  • Producer: Kate Downie
  • Editor: Philip Horn
  • Online/Grade: James Cheese
  • Audio Production: Brad Habib – Soundbyte
  • Photography: Jesper Neilsen
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