Heidi is an AI-powered clinical assistant that automates administrative tasks for healthcare professionals. It’s audience is specific. And most of that audience doesn’t know yet that they need Heidi. The task of making Heidi interesting – and even essential – to clinical practitioners globally was given to Sydney indie, Cocogun. The key challenge for the campaign was to drive awareness and build brand affinity in the crowded US market, and beyond. It had to have a distinctive approach. Clinical brands’ advertising can be so…well, clinical. The category is awash with earnest takes and ultra-sincere clichés.

Cocogun opted for quirky humour and a new brand platform, Relief, on repeat.

Heidi’s new campaign flips the familiar language and tropes of much-maligned American Big Pharma advertising, into something optimistic – a dose of Heidi may result in clearer heads, calmer days and more present care. And, ultimately, a sense of relief for clinicians, and the leaders of healthcare systems across the US.

Relief, on repeat is also a deliberate response to the moment. The pressure to adopt AI is coming from every direction, from boards and leadership mandates to clinicians already driving uptake. 98% of clinicians continue using Heidi once they’ve tried it. In a category defined by claims, the campaign captures what making the right choice actually feels like – relief.

The campaign’s hero film was directed by FINCH director, Alex Roberts, and stills by Chee Productions photographer, Cara O’Dowd, with US media strategy and buying by TRG. 

Heidi head of brand, Hayley Stafford, stated,“Healthcare advertising has developed a clinical detachment of its own. The irony is that clinicians deal with the full weight of human experience every day, and yet the brands serving them default to functional and one-note messaging. We wanted to make something that treated clinicians like the whole, complex, occasionally exhausted humans they actually are. Relief starts small. But it compounds. We couldn’t help but take that idea as far as it could go.”

Cocogun co-founder and creative partner, Ant Melder, added, “The Heidi mission is so important. Because better patient care begins with care for every clinician, and the hard-working people who support them. So it was a joy to bring a relatable smile to the theme, in a way that cuts through the sea of sameness, tidal waves of triteness,  and waterfalls of worthy.”

Director Alex Roberts, commented, “Healthcare advertising is not traditionally where you go to have a good time, so this one caught me off guard in the best way. There were real challenges to crack, but our crew and cast were incredible, and Heidi and the Cocogun team were such natural collaborators that it never felt like hard work. Really proud of what we made together.”

The campaign is now live globally, spanning BVOD, YouTube, OOH, radio and digital media.

Credits:
Client: Heidi
CEO & Co-Founder: Dr Thomas Kelly
President, North America: Jessie Young
Head of Brand: Hayley Stafford
Head of Production: Bruno Bolla
Senior Brand Writer: Max Becker
Director of Enterprise Marketing, North America:  Lea Chatham
Brand Campaigns Lead: Ariel Sammy

Creative Agency: Cocogun
Co-founder & Managing Director: Chiquita King
General Manager: Emily Hahn
Co-founder & Creative Partner: Ant Melder
Art Director: Shanice Schiffler
Senior Copywriter: Lewis Clarke
Copywriter: Max Maclean
Brand Director: Mollie Starr
Design Director: Chris Clausen
Senior Producer: Renata Barbosa

Media Agency: TRG
Film Production: FINCH
Director: Alex Roberts
CEO & Executive Producer: Rob Galluzzo
Managing Director & Executive Producer: Corey Esse
Executive Producer: Martin Box
Producer: Marge McInnes
Casting: Stevie Ray @ McGregor Casting 
DOP: Max Walter
Production Designer: Brant Fraser
Costume Designer: Janai Anselmi

Editing: The Editors 
Editor: Brendan Jenkins
Colourist: Ben Eagleton
Online: White Chocolate
Online Artist: Chris Grocott 

Photography: Chee Productions
Photographer: Cara O’Dowd
Executive Producer: Tamiko Wafer
Production Assistant: Lucy Banfield