HCF woos new members with odd socks and pet rocks via Clemenger BBDO

HCF has taken a cue from the cost of living crisis, launching a new brand platform that highlights the benefits it offers as a not-for-profit health fund.

Created by Clemenger BBDO, ‘We Put Our Money Where Our Members Are’ positions HCF as different from the typical health fund, supporting members rather than delivering profits to shareholders.


The tongue-in-cheek campaign depicts a giveaway for new members, with HCF employees searching their office for free things to give away – from pet rocks to odd socks and everything in between.

The documentary-style hero film follows the employees as they scour their desks, while 18 other films will extend the campaign across television and social, as well as a national outdoor campaign.

Point-of-sale has also been included, with HCF’s not-so-fancy gifts given to new customers in branches across Australia, as well as ‘PDF Gifts’ for those who sign up online.

Tristan Graham, executive creative director at Clemenger BBDO, said: “The idea for this campaign was born during a casual call we were having with a few of our clients. It’s proof that collaboration really is key to creating brave, category-challenging work.” HCF is putting the money saved back into further member benefits, including the creation of a new HCF Women’s Health Hub and Victor Chang heart screening activations–underscoring their commitment to providing quality preventative health services to their members.

Tatiana Papavero, head of advertising and operations at HCF, added: “The new platform is a true reflection of the unique value HCF offers our customers. The campaign itself allows us to connect with people in a humorous way, and poke fun at ourselves and our industry.”

The campaign will run across TV, radio, OLV, OOH, social, digital and native placements.


Client: HCF
Head of Advertising and Operations: Tatiana Papavero
Senior Marketing Manager, PHI: Amelia Deakin
Head of Brand and Content: Lindsay Carter
Senior Brand and Sponsorship Manager: Patricia Wade
Marketing Manager, PHI: Katie Reinbott
Marketing Specialist, PHI: Amy Sutevski
Senior Marketing Manager, Diversified: Alexandra Roche-West
Marketing Manager, Diversified: Susana Gutierrez Hoyos

Creative Agency: Clemenger BBDO

Media: Spark Foundry

Media: Mindbox

Production Company: Scoundrel
Director: Ric Cantor
DOP: Germain McMicking
Executive Producer: Kate Gooden
Producer: Isabella Vitelli
Photographer: Tracey Lee Hayes
Photographer: Andrew Craig
Post House: The Editors
Editor: Mark Burnett
Online Editor: Eugene Richards
Colourist: Ben Eagleton
Sound House: Rumble Studios
Sound Designer: Liam Annert


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