Australian Unity and VMLY&R have launched a new national brand campaign, ‘The In-Between Moments’.
Directed by International Emmy award-winner Glendyn Ivin, whose recent film Penguin Bloom topped the Australian box office, the emotional campaign tells a very real story about the smaller in-between moments that happen amongst life’s big ones.
These are the moments that are often so fleeting, yet can have a profound impact on our wellbeing.
At a time when the wellbeing category has become all about vitamins, fitness fads, meat-free Mondays and mindfulness, Australian Unity has drawn from its 20-year research partnership with Deakin University – the Australian Unity Wellbeing Index – to reframe what Real Wellbeing is and why it’s important.
Says James Wills, creative director, VMLY&R: “Your wellbeing is a lifelong journey of moments, but we always seem to be chasing the big stuff: buying a house, having kids, sorting out your retirement plan. Sometimes what happens in between those moments actually mean the most. By shining a light on them, we can demonstrate that Australian Unity understands just how important they are.”
‘The In-Between Moments’ is Australian Unity’s first major brand-building effort in its 180-year history. It aims to make people proactively consider their holistic wellbeing and see Australian Unity as an honest, real and trustworthy supporter of their wellbeing journey through its health, wealth and care products and services.
Says Kellie Johnston, group general manager, brand and content, Australian Unity: “It’s Australian Unity’s goal to become the most trusted wellbeing company in Australia. ‘The In-Between Moments’ is a compelling way to start that conversation with Australians and reframe what Real Wellbeing is all about. It also gives us a strong platform to empower our more than 7,000 people to deliver on our proposition of Real Wellbeing.”
‘The In-Between Moments’ launches nationally today across TV, social, digital, and OOH.
Client: Australian Unity
Group General Manager, Brand and Content: Kellie Johnston
Head of Brand: Ben Dixon
Brand Managers: Vanessa White, Ashley Wolff
Brand & Digital Content Specialist: Maddy Stamatescu
Brand Specialist: Rosie Dawes
Production Company: EXIT Films
Director: Glendyn Ivin
Cinematographer: Sam Chiplin
Executive Producer: Leah Churchill-Brown
Producer: Alice Grant
Photographer: Cory White
Photography Assistant: Ryan Stamatiades
Chief Creative Officer: Paul Nagy
Executive Creative Director: Jake Barrow
Creative Director: James Wills
Creative Director: Robyn Bergmann
Stills Art Director: Scott Pritchett
Chief Strategy Officer: Alison Tilling
Strategy Director: Ken Chan
Head of Production: Oliver Samuel
Senior Integrated Producer: Aaron Rocca
Client Services Director: Katherine Chen
Senior Account Director: Rhys Thomas
Account Director: Maddi Cinque
Account Executive: Hugh Magee
Offline Editor: Bernard Garry (The Editors)
Editor: Alek Janev (VMLY&R)
Flame Artist: Jamie Scott
Colourist: Trish Cahill
Sound Engineer: Paul le Couteur (Squeak E Clean Studios)
Sound Producer: Ceri Davies (Squeak E Clean Studios)
Music Composer: Stephen Rae
Media Agency: Spark Foundry
Client Director: Paul Murphy
Strategy Director: Nick Bauer & Zoe Edwards
Client Manager: Annabel Green
Snr Planning & Activations Executive: Lloyd Hanby
Digital Director: Gaiane Walger
Digital Executive: Gary Obee