Dentsu Creative has launched the first campaign for nib’s new ‘Health Covered’ brand platform, using nostalgia to make health insurance more relatable for Australians.
The new brand platform marks a return to nib’s core role: helping Australians feel confident they have the right cover when it matters. Through a series of films, Australians are shown “winning” at everyday health moments, from recovery and physiotherapy to navigating middle age.
Launched earlier this month, the films are directed by Revolver’s Matt Devine and follow an 80s-inspired montage set to the tune of the classic Scarface anthem Push It to the Limit, with reimagined lyrics written for each scene and audience.
The campaign features nib brand ambassadors, rugby league legend Paul “The Chief” Harragon and Australian football star Mary Fowler, nib’s chief health and wellbeing officer. The pair appear throughout the campaign in custom 80s-inspired tracksuits, accompanied by a retro soundtrack from their custom-built 80s van.
“Health Covered reflects a simple idea, helping Australians feel confident they’ve got the right support when they need it. We wanted to create something that felt familiar, entertaining and distinctly Australian, while making health insurance a little easier to relate to,” said nib senior manager brand & acquisition Kirsty Tapscott.
Zac Pritchard, Executive Creative Director at Dentsu Creative said, “Health insurance isn’t known for being entertaining, but with the help of nib ambassadors The Chief, Mary Fowler, and of course the musical wizardry of the great Giorgio Moroder, we’ve created something Australians will remember. It was a monumental effort from our team to bring this to life; and hats off to our partners at Revolver. Otis, Sam I Am and of course the legends at nib, for helping us ‘win at advertising’,” Dentsu Creative ECD Zac Pritchard added.
CREDITS
Creative: Dentsu Creative
Media: EMC
Director: Matt Devine
Prod Co: Revolver
Post House: Heckler
Sound: Otis
Music Supervision: Trailer Media
Photographer: Billy Plummer
Photography: Sam I Am
Casting: McGregors
Client: nib
Head of Marketing & Digital: Kelly Thomas
Senior Manager Brand & Acquisition: Kirsty Tapscott
Brand Communications & Design Manager: Prue Frost
Brand Campaign Manager: Katie Booth
Dentsu
Chief Strategy Officer: Graham Alvarez-Jarratt
Executive Creative Director: Zac Pritchard
Creative Director: Copy Thomas Marcusson
Creative Director: Art Ernesto Sumarkho
Client Partner: Nick O’Donnell
Senior Account Manager: Emma Heazlett
Senior Producer: Tom Pearce / Carolyn Starkey
