US healthcare provider, Premera Blue Cross, has launched an unexpected campaign led by very relatable hero films, told without big punchlines or dramatic climaxes. They’re stories about everyday struggles that subtly underline the value of employees. The campaign then reminds employers that they deserve good healthcare.
The agency behind the idea is Copacino Fujikado in Seattle. The director is Sune Sorensen. The campaign builds on the company’s already well-established market position.
Director, Sune Sorensen commented, “The spots feel more like scenes out of a movie, which is refreshing amid the highly saturated and attention grabbing approaches we’ve grown accustomed to.”
It was an extraordinarily trusting and open-minded collaboration. “Vince and Andrew, as well as their team and not least the client, were all incredibly confiding and engaged in ensuring strong and uncompromising stories. So, we approached the entire campaign more like a movie, from its casting to the art direction, lighting, and sound design. Sometimes, standing out is about not shouting the loudest,” Sorensen noted.
The films were shot in Vancouver, Canada, with cast from Los Angeles. “There’s a bit of an art form to the performance and delivery of these kinds of stories and we were all committed to obtaining just the right balance, especially because we wanted to leave some of the backstories up to interpretation.
“It’s wonderful when a brand, and agency, dare to tell stories with this level of integrity so I am absolutely looking forward to our future partnership, which I’m sure will only grow stronger,” Sorensen added.
Credits:
Director: Sune Sorensen
DOP: Rasmus Heise
Creative Agency: Copacino Fujikado, Seattle
Executive Creative Director: Vince Soliven
Group Creative Director: Andrew Gall
Director of Production: Jen Allen
Account Director: Cameron Wicker
Account Executive: Anna Saufferer
Client: Premera Blue Cross
VP, Marketing and Communication: Eric Trott
Manager, Brand Strategy: Kelly Heitlauf
Production Company: Hey Baby, Los Angeles
Executive Producer: Johnny Parker
Head of Production: Jefrey Wilbur
Service Production: Means of Production
Executive Producer: James Hutchison
Producer: Jill Sartore
1st Assistant Director: Paul Barry
2nd Assistant Director: Megan Shank
Production Manager: Spencer Foley
Production Coordinator: Drew Wittstock
1st Assistant Camera: Thomas Yardley
2nd Assistant Camera: Mellica Arya
DIT: Pieter Blokker
Gaffer: Drew Davidson
