Medibank launches fresh campaign capturing Aussies as they are in their homes

MedibankPrivate health insurer Medibank has taken camera crews into the unpolished lives of customers as part of its new campaign adding a new twist to its old tagline of ‘I feel better now’.

Under the line ‘I am better’, Whybin\TBWA visited the homes of Medibank customers and filmed them without scripting or prompting to create the campaign. Directors also worked to include elements of modern society that may not traditionally be seen in marketing campaigns.

Fiona Le Brocq, GM of brand and marketing at Medibank, said: “The diversity of the people featured in the campaign was a demonstration of the different needs that many people face when choosing health insurance.

“Health insurance funds are seen as essentially all the same. It was important for us to show how Medibank is different and the many ways we stand for better health for everyone,” Le Brocq said.

“We recognise that people live and love differently and we are always seeking ways forward to provide the right cover and services for every kind of family and every kind of individual, for life.”

Carat is handling the media for the campaign.


Creative Agency: Whybin\TBWA Group Melbourne

Executive Creative Director: Paul Reardon

Campaign Producer: Nick Round

Creative Director: Tara Ford

Director: Celeste Geer

DOP: Jason Hargraves

Senior Account Director: Matt Chiodo

Medibank General Manager Brand & Marketing: Fiona Le Brocq

Medibank Head of Brand: Kelly MacLean

Medibank Head of Marketing Communications: Joanna Manderson

Medibank Marketing Manager: Samantha Gerrand

Medibank Consumer PR Lead: Giselle Lloyd

Medibank Social and Content Lead: Billy Falkingham

Simon Canning


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.