Medibank launches new ‘I am better’ in latest campaign via Whybin\TBWA Group Melbourne
Medibank has launched a new advertising campaign via Whybin\TBWA Group Melburne, to demonstrate Medibank as a company that sees and delivers on the different health insurance needs of its customers to deliver better health.
The campaign, named ‘i am better’, celebrates and embraces the diversity and individuality of Australians. The campaign highlights Medibank’s commitment and enthusiasm to continually evolve to serve the varied needs of Australia’s ever-changing and expansive demographic.
Award winning documentary filmmaker Celeste Geer was engaged to capture Australia as it really is – creating television commercials that feature real people and families from varied backgrounds, cultures and configurations that form families, reflecting a real and honest depiction of the diversity of Australia today.
Individual and families were filmed in their own homes, doing what they do together without any scripting or propping of the environment. The team turned up and filmed what they found on the day, uncovering some very insightful, truthful and touching moments.
Similarly, the campaign stills which hero a series of faces of everyday Australians, was approached in the same way. A temporary studio was set up and real people were brought in from the street and photographed there and then. There was no hair styling or make-up, they were captured simply as they were that day, walking down the street.
Using real people and real families, the campaign portrays human truths and represents some parts of modern society that are often ignored in traditional media and campaigns.
Says Fiona Le Brocq, GM of brand and marketing at Medibank: “Health insurance funds are seen as essentially all the same. It was important for us to show how Medibank is different and the many ways we stand for better health for everyone.
“We recognise that people live and love differently and we are always seeking ways forward to provide the right cover and services for every kind of family and every kind of individual, for life. As a company that provides such a vital service to help protect people’s health, it is essential that we acknowledge and deliver to meet the diverse needs of our 3.9 million members. There’s nothing more important than getting the right health cover and care.”
Aiming for widespread reach and engagement, the advertising campaign launched nationally through TV, cinema, radio, OOH, digital, social and earned media channels yesterday.
An integrated, multi-agency campaign, Medibank’s “i am better” is supported by Carat – which is managing media planning and buying – and Ogilvy PR, which is responsible for public relations.
Creative Agency: Whybin/TBWA Group Melbourne
Executive Creative Director: Paul Reardon
Campaign Producer: Nik Round
Creative Director: Tara Ford
Creative Director: Matt Stoddart
Senior Art Director: Daniel Pizzato
Director: Celeste Geer
DOP: Jason Hargraves
Senior Account Director: Matt Chiodo
Medibank General Manager Brand & Marketing: Fiona Le Brocq
Medibank Head of Brand: Kelly MacLean
Medibank Head of Marketing Communications: Joanna Manderson
Medibank Marketing Manager: Samantha Gerrand
Medibank Consumer PR Lead: Giselle Lloyd
Medibank Social and Content Lead: Billy Falkingham
21 Comments
Lovely.
Whybin leading the way for diversity on camera and behind the scenes 🙂
The first ad I can recall thinking it’s more than ‘just an ad’. A land mark in Australian culture.
This has everything; lesbian love, gay love, breastfeeding.
A landmark ad? These agency comments are more spin and desperation. This is nothing more than so-so, and certainly not groundbreaking in any way, shape or form.
It’s great. Medibank will take anybody’s money – that’s what I say.
The thing is to do it without pointing it out to everybody. Like make an ad featuring a black gay couple without saying that you’re only showing them cos you’re great.
Approved.
So,so self conscious and perversely exploitive.
Embarrassing.
Frank, please look in the mirror and you’ll see a very sad individual.
All stakeholders happy. Pitch averted. Bunting and Lamingtons for the internal launch (Probably around Australia Day). Everything that everyone wants in the ad….except for an idea. Summary of our industry right there.
My family and I have been MDF members for a long time but last night I had explain to one of my shocked children why two men are pretending to be “Mother and Father”. Today I’m looking for another health insurer.
@spin the wheel. Check out the response on Facebook. I’d say there are plenty of people who are not typically portrayed in the media who disagree.
As for me I don’t work for the agency. Just someone who’s in the industry that’s glad there is some representation that reflects my life.
It’s sad that it’s taken until 2016 for it to happen.
When so much of media and culture is about polarised debate or shameless self advancement, it’s could to see a brand pushing diversity and a sense of care for others. Catch up society.
https://www.youtube.com/watch?v=CxDAoun7HeA
It’s bog standard middle of the road advertising wallpaper. Nothing more. Nothing less.
Winning!
When the strategy is “we sell to everyone”, and the work is “show everyone in the ad”….you realise someone has been extremely lazy, and got away with it!
@idea
You’re very right
So in the space of a few seconds Medibank is representing the typical Australian family by portraying two homosexual men raising a family and a lesbian couple……when only about 1.5% of families in Australia identify as homosexual. Homosexual marriage is not legal in Australia yet and I pray to God that it never will be because every child deserves to be raised their biological mother and father wherever possible (and I am aware that this is not always possible, but we cannot legislate to make it impossible.) Extremely unimpressed with Medibank’s not too subtle campaigning for the militant homosexual lobby and will be looking elsewhere for health insurance.
Yes we are individuals …but do I need to see animals strung up hanging upside down NO I DONT, it looks disgusting and it is offensive this part needs to be cut out.
Medibank needs to remind themselves that they are in the business of providing health insurance, not social engineering. This ad is designed to trash families and so I have trashed my policy. I really feel better now.
Sorry, im not a hater but i really DISLIKE this ad! Breastfeeding in an ad.. seriously, that is a bond between mother and child, how is a private health company going to benefit by showing a mum breastfeeding in an ad??? How a private health insurer performs has got nothing to do with the way people live there lives.