Penguins are cute and the movie, Happy Feet, made them cuter. AJF Partnership has borrowed much of that emotional oomph in its ad for something people don’t care about so much – health insurance. Penguins are used as the metaphor for Bupa’s mission. Just as penguins survive in one of the harshest environments on earth by working as a collective to help care for and support each other, Bupa’s Member’s First network of over 10,000 registered healthcare providers helps their members to live longer, healthier and happier lives, the ad tells its audience.

AJF executive creative director, Andrew Foote, explained, “During the creative process for this campaign, we were looking to humanise Bupa’s expansive network and interestingly, we found that a powerful way to do this was to not use humans at all.

“This analogy represents the care and commitment that members will feel, knowing they are supported by over 10,000 registered healthcare providers.”

Gretchen Fox, Bupa director of health insurance marketing, added, “Bupa has always helped people live longer, healthier and happier lives.

The campaign launched on February 23 and is running nationally across TV, outdoor, radio, social, online, press, in-store, shopping centre panels and digital.

Credits:

Creative Agency: AJF Partnership, a GrowthOps business

Executive Creative Director: Andrew Foote

Creative Directors: Dillon McKenna & Sandra Galiazzo

Head of Strategy: Jacqueline Witts

Client Partner: Bryce Coombe

Account Director: Jacinta Addamo

Account Manager: Emma Keesing

Producer: Erica Frick

Production Company: FutureDeluxe

Client: Bupa

Chief Marketing Officer: Jane Power

Director of Health Insurance Marketing: Gretchen Fox

Head of Marketing, Health Insurance: Sally Gross

Marketing Manager, Health Insurance: Michelle Gunstone

Campaign Manager, Growth and performance marketing: Alexandra Mleczko