Medibank launches new brand position and visual identity in first work from Colenso BBDO

Medibank has launched a new positioning via New Zealand-based creative agency Colenso BBDO, in the first work since appointing the agency as its creative and strategic partner following a competitive pitch.

‘You’re only human’ is the new brand platform intended to reframe how people think about themselves and their health, noting that while we are often critical, humans are incredible feats of evolution.

The campaign features a 60-second spot that shows appreciation for the amazing things humans can do, and the way humans adapt when they can’t do something. The voice over offers a counter argument to the ‘You’re only human’ saying, narrated as the spots protagonist, a woman, practices martial arts moves in the center of a martial arts training room.

Repositioning health from the category tropes of fear and function to potential now lies at the heart of the brand, and ties into Medibank moving from a health insurer to a health company.

“Medibank’s purpose is Better Health for Better Lives – as an organisation we aim to improve the health and wellbeing of all people living in Australia. We are continuing our journey as a health company, and this newest iteration is the natural next step in our progression,” said Fiona Le Brocq, Medibank brand, marketing & CX senior executive.

“We have worked with some amazing people to create the strategic positioning and creative platform, and we believe it is ground-breaking for the industry. We’ve really broken the category boundaries and are thinking more about the impact health and wellbeing can play in Australian culture.”

Colenso BBDO CCO, Simon Vicars added: “If you want someone to protect something, first you have to convince them it’s valuable. That’s the job of this work. To help Australians see their health as more than just functional. ‘You’re only human’ is one of the greatest understatements of all time. We had a lot of fun tearing it to pieces.”

The TVC, along with a fully integrated campaign, also launches a new visual identity for the brand. The new look is inspired by human biology and helps to visualize human potential.


Client: Medibank
Agency: Colenso BBDO
Production Company: Revolver
Post Production: Blockhead
Edit: The Editors
Music Composers: Smith and Weston
Sound House: Rumble Studios
Media Agency: Carat
PR agency: Eleven PR


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