St.LukesHealth launches campaign via The Pangea Agency to challenge how Australians think
Tasmanian not-for-profit health insurer St.LukesHealth has launched an inspiring brand campaign via The Pangea Agency, to challenge the way people think, as part of the organisation’s ambitious vision to make Tasmania the healthiest island on the planet.
The visually stunning campaign, depicts a young girl working studiously on a drawing, revealed at the end to be a map of Australia with Tasmania on top.
The intimately shot visuals also show the young girl picking tomatoes at the local grocer, playing with her family at the beach and doing karate, accompanied by a compelling narrative: ‘Imagine how a change of outlook, can change your outcome. Join St.LukesHealth, as we work to make Tasmania the healthiest island on the planet’.
St.LukesHealth chief marketing officer, Ben Davis, said the campaign was the first of its kind for the industry, and for Tasmania, calling for a complete rethink of our approach to health and wellness: “The brand campaign is just one element of a brave vision we are putting into action, backed by some big-picture health and wellbeing initiatives that focus on generational behaviour change and early intervention.
“We are incredibly invested in this vision and we were determined to make an impact with the campaign, which was shot across seven locations in Tasmania by a global team spanning Japan, Singapore and Copenhagen. We’re thrilled with the final cut.”
Sweetshop director Jared Daperis, said he wanted the film to speak personally to Tasmanians, with a local tone of voice and humility: “In order to inspire them to begin thinking about what a change in habit might mean for them and their family, it needed to look, feel and sound like Tasmania – the way the locals know it.”
Tim Holman, founder of The Pangea Agency who created the campaign, said from the moment they heard St.LukesHealth was on a mission to make Tasmania the healthiest island on the planet, they knew they weren’t looking for a generic health insurance ad: “Such a bold intention for a business in a category as homogenous as PHI called for a simple but emotive story and a memorable key visual.
“Our brand campaign highlights a fresh perspective for Tasmania and how a little imagination can help deliver a better future for all Tasmanians. It was a privilege to work on such an important campaign with such a highly talented and passionate team of professionals.”
The campaign went to air on Sunday 27 November, with a full roll out across all media Tasmania-wide to follow.
St.LukesHealth
Ben Davis: Chief Marketing Officer
Kate Marshall: Head of Marketing
Jo Mohr: Marketing Manager
Agency: The Pangea Agency
Founder/Strategy Director: Tim Holman
Executive Creative Director: Anthony Moss
Senior Project Director: Evan Johnson
Art Director: Zoe Marron-Davies
Production Company: Sweetshop
Director: Jared Daperis
Managing Director/Executive Producer: Edward Pontifex
Executive Producer: Greg Fyson
Producer: Tom Davies
DOP: Jani Hakli
Art Director: Lucy Crispin
Editor: Matt Osbourne
Colourist: Nicke Cantarelli
Online Artist: Jamie Scott
Casting: Aeshlie Wheeler (Tas Casting) and Peta Dermatis (Studio P)
Photography: Garth Oriander
Music: Charmed I’m Sure
Supervision: Dan Gibson
Composer: Craig Wilson
Media: OMD
21 Comments
Beautiful spot. And some serious legends in that credits list. Well done guys.
What a powerful brand story. A really nice piece of work.
Great work, guys!
Just beautiful! Well done everyone!
A nice spot. Well done to all involved
Stunning. Just so lovely to watch. Well done Pangea and everyone else involved.
great track
Onya Mossy + team
x
Love it! Great work Mossy
So powerful. Young Jared Deparis is always such an elegant storyteller. Bravo The Sweetshop & Pangea!
Cracking spot
Beautifully captured. Tip of the cap to you all
Lacklustre stills
love it when an agency comments on its own work. it will not work or cut through.
Dear client reading this to check in on the puff they hoped would happen when they commissioned this emotionally laden feels’ film (as they call Ad’s these day). No-one believes that its St Lukes mission to make sure Tasmanians are the healthiest people in Australia. It’s really just an Advertisement (not film) that hopes we will sign up for your private health care instead of multiple others. Is a business. Also your board of directors is 7 men and one woman. Do better.
three out of seven. With the Chair a woman.
3 bus shelters and a print ad in the weekend newspaper 🙂
Strong brand work. Fair play to the team that worked on this, up there with some of the better big agency work this year.
please, please, pretty please stop commenting on your own work. Please.
About a minute too long.
Speaking as someone who wasn’t involved in the work, this is way overpromising wallpaper. I’d love an update in a year or so to see how “making Tasmania the healthiest island on the planet” is going. Might well have just have promised to abolish poverty or sort out the housing crisis in Tasmania. About as much chance of St Lukes achieving that as this claim on health. Vacuous spin and hype that will have no impact on the general viewing public.