While most Australian private health insurers are making themselves “healthy life” assistants, Howatson+Company is making GMHBA Health Insurance stand out as the protector of life’s unpredictability – a classic insurance strategy. Their new brand work shows Australians that GMHBA Health Insurance will protect its members, for the life they choose and the one they don’t.

The campaign, shot by Pool Collective director, Matthew Thorne, also tells the stories of everyday Australians in a way that’s not often represented in the category – from families growing faster than they had planned to those who might be more fragile than they look.

Gavin Chimes, executive creative director at Howatson+Company, added, “We’re so used to health insurance brands telling us how to live or showing us a very specific picture of ‘healthy’. We wanted to share real stories, of real people, with a promise that we’re there to support GMHBA members – in every decision that makes them human.”

Helen Stevens, Chief Marketing Officer at GMHBA, says, “It was really important that we created a campaign that expressed who we are as a brand, and what we stand for in a category that is largely undifferentiated. We wanted to shift the focus from healthy decisions to human decisions, in a way that feels authentic to our members, our history and our purpose. This work reiterates that as a business, we’re here to provide the care you need for the life you live.”

The campaign was shot entirely on 35mm film, features real GMHBA customers, and is running across TV, online, OOH and radio.

Credits:

Client: GMHBA Health Insurance
Chief Marketing Officer: Helen Stevens
Head of Brands: Johanna Gemmill
Brand Managers: Jane Needham & Lee Sampson
Digital Designer & Content Producer: Emily Shields

Agency: Howatson+Company
CEO & Founder: Chris Howatson
Executive Creative Director: Gavin Chimes
Senior Creatives: Tom Macphail & Will Halstead
CSO: Dom Hickey 

Managing Partner: Rebecca Robertson
Group Account Director: Pat Nally
Business Manager: India Clarke
Executive Producer: Holly Alexander
Production Assistant: Charlotte Breene
Editor: King Yong
Design Lead: Ellena Mills
Designer: Jason Nguyen
Studio Lead: Simon Merrifield

Production Company: Pool Collective
Director: Matthew Thorne
Executive Producer: Courtney Lewis
Producer: Lauren Simpson
DOP: Andy Gough
Production Designer: Bianca Milani
Editor: Nicola Powell

Colour by Crayon
Colourist: Daniel Stonehouse

Music + Sound: Heckler Sound
Executive Producer: Bonnie Law
Composer & Creative Director: Johnny Green
Sound Designer: Dave Robertson