Bupa prepares Australians for life’s ups, downs and up-agains in new campaign via Thinkerbell
Bupa exists to help prepare Australians for life’s ups, downs and up-agains – a simple truth Thinkerbell has brought to life in its latest iteration of the ‘Because Life Happens’ platform.
The idea comes to life in a bold and graphic visual style. Australians of all kinds gracefully launch up and down through the big, blue sky, showcasing the moments Bupa can prepare you for every day, rather than just being there when something happens. The art direction doubles down on one of Bupa’s key visual devices – the blue sky – and the optimism it embodies.
Launching over the weekend, and ramping up across paid channels in September – the work creates a distinctive and easily adaptable framework – allowing Bupa to communicate everything from emotive brand messages, to hard-hitting retail offers in an easily recognisable style.
Says Jim Ingram, national chief creative, Thinkerbell: “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.”
Says Naomi Morton, general manager of marketing, Bupa: “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
Naomi Morton – General Manager of Marketing, Bupa
Alexandra Mleczko – Head of Marketing, Bupa
Lucinda Lacava – Campaign Manager, Bupa
Creative Agency: Thinkerbell
Ellen Woods – Creative Tinker
Louise Rutherford – Head Thinker
Katrina Khao – Lead Thinker
Jim Ingram – National Chief Creative Tinker
Adam Ferrier – Chief Thinker
Jaime Morgan – General Manager – South
Tom Wenborn – Executive Creative Tinker
Sean McNicholas – Head Tinker
Megan Latter – Creative Tinker
Nick Livingston – Lead Production Tinker
Production: FINCH
Director – Derin Seale
Executive Producer – Corey Esse
Producer – Claire Thompson
Media Agency: Atomic 212°
Offline House & Post Production: ARC EDIT
Editor: Luke Haigh
Colourist: Fergus Rotherham
Online Artist: Chris Betteridge
Original Composition: Via Level 2
Sound: Sonar
35 Comments
Simple beautiful work
Is rather nice. Good feels.
Are they living or dying?
Agree, beautiful.
Reading the credits that would have costs buckets loads and personally makes me wonder why I am still with bupa. Terrible
Someone must be having a recurring cheese dream – this thought has been done many many many times before, for many many brands. Is this Inception!!!!!!!!!
Nice to see beautifully crafted and clear messaging for a big corporate
I wish Bupa prepared me for terrible CGI.
Who has done this before
Kraft Philadelphia had people in clouds for around 15 years. I think airlines have had people in clouds. I reckon if you put in google you’d find some more. Does that help you?
https://www.photoplay.co/blog/1177
This is really nice.
Lovely, simple. What’s not to like?
God Thinkerbell is good with their own PR but this is just fluffy nonsense.
I post positive comments when their stuff or anyone else’s is good..so let me call this out as superficial.
Utterly unremarkable. When art direction is the idea, you don’t have an idea.
.
The art direction doubles down on one of Bupa’s key visual devices – the blue sky – and the optimism it embodies.
They were a bit late – but they came. Thanks for restoring my faith in the Campaign Brief blog community.
https://www.facebook.com/watch/?v=962110107292539
Reading the credits this would have cost bucket loads and find it lacking. A waste of our funds money.
And Kraft phily had people in clouds back in the mid 90’s and their spots were at least engaging.
Which is the expensive part of the credit list?
Im not a huge fan of the spot it lacks the emotional storytelling I like but I’m interested to know why this would have cost bucket loads compared to anything else?
Brutally simple idea reflecting the reality of life. I for one haven’t seen such a simple idea and execution for eons. A nice nod to the logo too. For all the nonces, It’s clearly not about heaven or flying, it’s about ups and downs. Sheesh.
Calm the farm folks, this ad really doesn’t warrant so many comments.
Ain’t that the truth.
Adam…people are allowed to not like the work.
Honestly..after a while the commencement about other comments. And some comments warrant further comment. And so yes… it becomes less about the work. And rightly so. This work is not worth commented on.
It’s about life’s ‘ups and downs’, so we see people going up and down. Then we say ‘back up again’, and a girl comes back up again. Brilliant. I’ve learnt nothing about what Bupa does or how it provides value, which is probably a statement on what I can expect as a member. The category is struggling to convince people of its value, and this does nothing to help.
Either you learned about advertising in the 80’s, you’re a client side marketer from a B2B building construction company, or you’ve never learned how advertising actually works.
I’m none of those things, princess. I actually spent years working on with a healthcare client, and trying to work through the rising issues their category is facing as it becomes less profitable. They are all under more pressure than ever before. So I do know a thing or two about how hard it is to good work in the category. The fact that you hit back with insults and assumptions tells me I’ve hit a nerve and you know that what I’m saying is true.
If you can’t tell why it would have cost bucket loads by reading the credits all I can say is you probably work in the studio. Anyone in production, creative, AM or finance would know why.
If I was BUPA I’d be getting me some brand health insurance after this one. Very damaging.
Can someone help me find the song that is playing!!! I’ve been searching for hours.
Please somebody please tell me the song used Ive been looking for hours
This is Living – Emily Lubitz
Nice music..I’d like to hear the full version..was it specifically written for Bupa or is it a real song in existence?…There was a damning royal commission into aged care facilities and how they performed so I would be very wary of promoting them until they have been thoroughly investigated.
It’s just as the high-pitched voices are singing: “MEH!”