Bupa exists to help prepare Australians for life’s ups, downs and up-agains. That’s a very compelling reason to join and Thinkerbell has made that reason clear in its latest iteration of Bupa’s Because Life Happens platform.
The message in the 30-second spot’s bold, graphic visual style is unmistakable. The art direction doubles down on one of Bupa’s key visual devices, the blue sky and the optimism it embodies.
The new commercial launched over the weekend and is running across paid channels in September. The work’s distinctive and easily adaptable framework will be adapted to communicate everything from emotive brand messages to hard-hitting retail offers in an easily recognisable style.
Thinkerbell national chief creative, Jim Ingram, stated, “We’ve been itching to dial Bupa’s distinctiveness up a few levels. With the single mindedness of the idea, the clarity of the execution, and the beauty of our new track, Bupa can only go up, up, up, and up in the minds of Aussies looking for health insurance. That’s all of you.”
Bupa’s general manager of marketing, Naomi Morton, added “We are thrilled to take the next big creative leap forward with our ‘Because life happens’ platform. Brands need to be honest, relevant and to speak to the moment. Against the backdrop of uncertainty of the past few years, this campaign is a positive demonstration of Bupa’s experience and scale, giving our members confidence that we’re here for them through life’s ups and downs.”
Client: Bupa
General Manager of Marketing: Naomi Morton
Head of Marketing: Alexandra Mleczko
Campaign Manager: Lucinda Lacava
Creative Agency: Thinkerbell
Creative Tinker: Ellen Woods
Head Thinker: Louise Rutherford
Lead Thinker: Katrina Khao
National Chief Creative Tinker: Jim Ingram
Chief Thinker: Adam Ferrier
General Manager – South: Jaime Morgan
Executive Creative Tinker: Tom Wenborn
Head Tinker: Sean McNicholas
Creative Tinker: Megan Latter
Lead Production Tinker: Nick Livingston
Production: FINCH
Director:Derin Searle
Executive Producer: Claire Thompson
Media Agency: Atomic 212°
Post & Online: ARC
Original Composition: Via Level 2
Sound: Sonar
Sound Mix: Bang Bang
