Medibank To Build ‘Better’ Through New Advertising Campaign

Medibank has launched a new advertising campaign 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. Developed with Whybin/TBWA, it 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.

GM of brand & marketing at Medibank Fiona Le Brocq said, “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 Credits

Creative Agency: Whybin/TBWA Group Melbourne
Executive Creative Director: Paul Reardon
Campaign Producer: Nik Round
Creative Director: Tara Ford
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

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Emma Rugge-Price