HCF launches first campaign with Clemenger BBDO

Clemenger BBDO has released its first work for health insurance brand HCF after winning the creative account late last year following a competitive pitch.

The campaign extend the brand’s Uncommon Care platform.

In the 30-second spot for the campaign, a man is shown doing common things like wondering when he can put pants back on during a medical appointment. The man then does an uncommon thing by making appointments instead of avoiding them.

HCF head of advertising Tatiana Papavero said: “The Uncommon Care platform is an organisational belief at HCF. It means putting people before profit. We know we’re not a typical health fund – we genuinely want our members to get great value cover and to know that when it comes to health, they can always count on us to go that extra mile to deliver outstanding experiences.

“While the journey through life is something we all have in common, at HCF we like to bring you the uncommon and this new campaign explores that in a humorous and human way.”

Clemenger BBDO CEO Jim Gall commented: “We’re really proud of this work and the partnership we’ve forged with HCF since being appointed late last year. As Australia’s largest not-for-profit health insurer, HCF have so many incredibly positive stories to tell. I am confident this campaign is the beginning of an exciting creative journey for both businesses.”

The campaign is on TV, OOH, radio, social, digital and in-branch.

The incumbent for the account was Integer, which released a campaign in 2019 for the brand.

This article has been updated with the incumbent and that it was a competitive pitch.


Client: HCF

Head of Advertising and Operations: Tatiana Papavero

Corporate Marketing Manager: Amelia Deakin

Marketing Manager, Private Health: Tanya Geraghty

Marketing Manager, Diversified: Rebecca Psaltis

Creative agency: Clemenger BBDO

Media: Spark Foundry and Mindbox

Production company: Good Oil

Director: Fiona McGee

DOP: Ross Giardina

Producer: Claire Richards

Photographer: Chris Budgeon

Sound house: Squeak E Clean Studios


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