Marketforce set to launch new HBF campaign this weekend celebrating health and the human body
HBF will unveil a ‘refreshed’ HBF brand with a new advertising campaign during this weekend’s AFL Grand Final telecast.
The new campaign is a celebration of the human body and the amazing things it can do – if treated well. Created by Marketforce, Perth, the spots draw on a combination of filmed and sourced scenarios and feature people of all ages performing different feats, from a child basketball prodigy and a grandmother performing yoga to a BMX master and an ice swimmer.
HBF managing director, Rob Bransby, said the campaign, and other changes to the HBF’s branding, reflected HBF’s evolution from health fund to valued health partner for its 900,000 members.
“We are a very different organisation today to the one we’ve been for the last 72 years and we want to signal that change to the world,” Bransby said. “Today we are promising to work with our members to help them stay fit and well – for example our HBF Outdoor Fitness program gives our members access to free training sessions for half the year in 18 locations around the state.”
Changes to HBF’s communications from this week include an expanded colour palette and a new tagline “Every body benefits”.
“We believe the new look brand gives us a great platform from which we can evolve the way we communicate the benefits we offer to members in the coming years.”
Bransby said HBF wanted to showcase the amazing possibilities of a healthy body in a campaign that is full of positive energy, optimism and colour.
HBF has been a sponsor of the Fremantle Football Club for three years and Rob Bransby is thrilled that the first screening of the new advertisements will be during the Dockers first ever Grand Final.
“We booked our TV spots months ago, not imagining our advertisements will be shown while a WA team was battling for the ultimate prize,” he said.
Credits:
HBF
General Manager Marketing and Communications – Jen Heron
Brand Project Manager – Kath Tenger
Marketing Consultant – Bree Andrijich
Agency
Creative Directors – Pat Lennox and Ben Green
Creative Team – Pat Lennox and Ben Green
Design Director – Ashley Valmadre
Strategy Director – Nicole Walton
Group Account Director – Brendon Lewis
Account Managers – Ferne Archer and Deb Kerford
Account Co-Ordinator – Sophie Brandsma
Agency Producers – Triona Crowley and Amy Molloy
Media Strategy – Mark Pinney
Media Planning – Olivia Geen
Production
Post Production – Sandbox
TV Production (part) – Splitscreen
1 Comment
Great work guys !