nib encourages Australians to ‘Win at Health Insurance’ in new campaign via Dentsu Creative
Dentsu Creative has launched the first campaign for nib’s new ‘Health Covered’ brand platform, using nostalgic creative to make health insurance more relatable for Australians.
Health Covered marks a return to nib’s core role: helping Australians feel confident they have the right cover when it matters. The campaign ‘Winning at Health Insurance’, uses humour and nostalgia to challenge perceptions of a category often seen as complex. Through a series of films, Australians are shown “winning” at everyday health moments, from recovery and physiotherapy to navigating middle age.
The campaign includes films directed by Revolver’s Matt Devine, featuring Aussies Winning at Health Insurance, Winning at Recovery, Winning at the Physio and Winning at Middle Age. The films follow a nostalgic, 80s-inspired montage set to the tune of the classic Scarface anthem Push It to the Limit, with reimagined lyrics written for each scene and audience.
The campaign features nib’s brand ambassadors, rugby league legend Paul “The Chief” Harragon and Australian football star Mary Fowler, nib’s Chief Health and Wellbeing Officer. The pair appear throughout the campaign in custom 80s-inspired tracksuits, accompanied by a retro soundtrack from their custom-built 80s van.
Says Kirsty Tapscott, Senior Manager Brand & Acquisition at nib: “Health Covered reflects a simple idea, helping Australians feel confident they’ve got the right support when they need it. We wanted to create something that felt familiar, entertaining and distinctly Australian, while making health insurance a little easier to relate to.”
Says Zac Pritchard, Executive Creative Director at Dentsu Creative: “Health insurance isn’t known for being entertaining, but with the help of nib ambassadors The Chief, Mary Fowler, and of course the musical wizardry of the great Giorgio Moroder, we’ve created something Australians will remember. It was a monumental effort from our team to bring this to life; and hats off to our partners at Revolver. Otis, Sam I Am and of course the legends at nib, for helping us ‘win at advertising’.”
Client: nib, Private Health Insurance
Head of Marketing & Digital: Kelly Thomas
Senior Manager Brand & Acquisition: Kirsty Tapscott
Brand Communications & Design Manager: Prue Frost
Brand Campaign Manager: Katie Booth
Creative: Dentsu Creative
Chief Strategy Officer: Graham Alvarez-Jarratt
Executive Creative Director: Zac Pritchard
Creative Director – Copy: Thomas Marcusson
Creative Director – Art: Ernesto Sumarkho
Client Partner: Nick O’Donnell
Senior Account Manager: Emma Heazlett
Senior Producer: Tom Pearce / Carolyn Starkey
Media: EMC
Director: Matt Devine
Prod Co: Revolver
Post House: Heckler
Sound: Otis
Music Supervision: Trailer Media
Photographer: Billy Plummer
Photography: Sam I Am
Casting: McGregors
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