HBF’s quokkas parody another 80s song via Leo Burnett

The quokkas from HBF have returned in a new campaign from the health insurer’s creative agency of record Leo Burnett, titled “Now I Know What Love Is”.

The campaign features a parody of Foreigner’s “I Wanna Know What Love Is”, similar to the 2020 campaign which parodied Bonnie Tyler’s “Holding Out For a Hero”.

In the 30-second spot for the campaign, a quokka dressed in a leather jacket singing the song.

HBF general manager marketing & member engagement Louise Ardagh said: “Having a wholly member, not shareholder, agenda is the critical difference that sets us apart from the big ‘for-profits’. And, while this brand campaign is a lot of fun, it underscores a really important message – that we’ll always look after members in the moments that matter.”

Leo Burnett Melbourne general manager Kate Silver added: “The impact of the quokkas on strengthening our East and West Coast footprints has been profound. It’s been great to grow the brand via humour and not worthiness and we’re confident this next instalment will entertain once again.”

There is also a 60-second lyric version of the campaign, seen below, which will be shared across social and YouTube.

The campaign will also be on radio and TV, with sponsorships with Nova Entertainment and Channel 7’s The Voice Generations.


Client: HBF
General Manager Marketing and Engagement: Louise Ardagh
Senior Manager Brand: Louisa Ross
Brand Manager: Amie Taylor
Brand Coordinator: Hannah Carlisle

Agency: Leo Burnett
Chief Creative Officer: Jason Williams
Creative Director: Jim Walsh
Creative Director: Michelle Walsh
Director of Integrated Strategy: Ilona Janashvili
General Manager: Kate Silver
Senior Project Lead: Amanda Nicoll
Senior Broadcast Producer: Francesca D’Orazio
Broadcast Producer: Naomi Nienaber

Production: Mighty Nice
Director: Simon Robson
Lead Animator: Duncan McLaren

Music: Squeak E. Clean Studios
Music Supervision: Squeak E. Clean Studios
Sound: Bang Bang
Engineer: Sam Hopgood
Media: UM


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