Australian Unity and VMLY&R have launched a new national brand campaign, ‘The In-Between Moments’.
Directed by International Emmy award-winner Glendyn Ivin, whose recent film Penguin Bloom topped the Australian box office, the emotional campaign tells a very real story about the smaller in-between moments that happen amongst life’s big ones.
These are the moments that are often so fleeting, yet can have a profound impact on our wellbeing.
At a time when the wellbeing category has become all about vitamins, fitness fads, meat-free Mondays and mindfulness, Australian Unity has drawn from its 20-year research partnership with Deakin University – the Australian Unity Wellbeing Index – to reframe what Real Wellbeing is and why it’s important.
James Wills, Creative Director, VMLY&R, said, “Your wellbeing is a lifelong journey of moments, but we always seem to be chasing the big stuff: buying a house, having kids, sorting out your retirement plan. Sometimes what happens in between those moments actually mean the most. By shining a light on them, we can demonstrate that Australian Unity understands just how important they are.”
‘The In-Between Moments’ is Australian Unity’s first major brand-building effort in its 180-year history. It aims to make people proactively consider their holistic wellbeing and see Australian Unity as an honest, real and trustworthy supporter of their wellbeing journey through its health, wealth and care products and services.
Kellie Johnston, Group General Manager, Brand and Content, Australian Unity, said, “It’s Australian Unity’s goal to become the most trusted wellbeing company in Australia. ‘The In-Between Moments’ is a compelling way to start that conversation with Australians and reframe what Real Wellbeing is all about. It also gives us a strong platform to empower our more than 7,000 people to deliver on our proposition of Real Wellbeing.”
‘The In-Between Moments’ launches nationally across TV, social, digital, and OOH.
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