Howatson+Co launch first work for GMHBA
GMHBA Health Insurance has launched its first brand campaign since appointing Howatson + Company in October.
The campaign was shot entirely on 35mm film by Pool Collective’s Matthew Thorne, and features real GMHBA customers, casting an empathetic light on the stories of everyday Australians to show that GMHBA protects its members for the life they choose, and the one they don’t.
In one spot, a tough-looking man sits down for tea with a woman, as it is slowly revealed he has a leg brace, and she is taking care of him. The Spot ends with the line “because tough isn’t always”.
Other assets:
Helen Stevens, chief marketing officer at GMHBA, said: “It was really important that we created a campaign that expressed who we are as a brand, and what we stand for in a category that is largely undifferentiated. We wanted to shift the focus from healthy decisions to human decisions, in a way that feels authentic to our members, our history and our purpose. This work reiterates that as a business, we’re here to provide the care you need for the life you live.”
Gavin Chimes, ECD at Howatson+Company added:“We’re so used to health insurance brands telling us how to live or showing us a very specific picture of ‘healthy’. We wanted to share real stories, of real people, with a promise that we’re there to support GMHBA members – in every decision that makes them human.”
The campaign launches across TV, online, OOH and radio.
Credits:
Client: GMHBA Health Insurance
Chief Marketing Officer: Helen Stevens
Head of Brands: Johanna Gemmill
Brand Managers: Jane Needham & Lee Sampson
Digital Designer & Content Producer: Emily Shields
Agency: Howatson+Company
CEO/Founder: Chris Howatson
ECD: Gavin Chimes
Senior Creatives: Tom Macphail & Will Halstead
CSO: Dom Hickey
Managing Partner: Rebecca Robertson
Group Account Director: Pat Nally
Business Manager: India Clarke
Executive Producer: Holly Alexander
Production Assistant: Charlotte Breene
Editor: King Yong
Design Lead: Ellena Mills
Designer: Jason Nguyen
Studio Lead: Simon Merrifield
Production Company: Pool Collective
Director: Matthew Thorne
Executive Producer: Courtney Lewis
Producer: Lauren Simpson
DOP: Andy Gough
Prod Designer: Bianca Milani
Editor: Nicola Powell
Colour by Crayon
Colourist: Daniel Stonehouse
Music + Sound: Heckler Sound
Executive Producer: Bonnie Law
Composer/ Creative Director: Johnny Green
Sound Designer: Dave Robertson
Looks scarily similar to the UK’s ‘Like a Girl’ work that everyone uses as a reference.
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