Grey has launched its first major integrated campaign for GMHBA Health Insurance and Care Company, since being awarded the business last year.
GMHBA is Australia’s largest regionally based, not-for-profit health Insurance and Care Company with over 80 years’ experience championing the health of regional Victorians.
At the heart of the new brand positioning is the belief that health is too hard when you go it alone, which is why GMHBA take a more collaborative approach to health and wellbeing. The Grey campaign, developed in partnership Nunn Media, goes live this week across TV, radio, in-store, cinema and digital.
The campaign launched with TVCs showcasing the first few intimate moments between a father and his newborn daughter, Poppy:
The campaign also features creative executions highlighting the enduring bond between a farmer and his dog, speaking to GMHBA’s strong regional ethos and emphasis on building long term relationships.
GMHBA’s executive manager brand and marketing, Matt Vagg said: “The Heathier Together campaign perfectly reflects the values and beliefs of GMHBA and the deep ongoing commitment GMHBA has to its members, partners and the communities we’re part of. Whether it be a father and newborn daughter, loyal dog and owner, or a member and their health insurer; Healthier Together says GMHBA will be there with you.”
Grey Melbourne’s managing director, Claudia McInerney, said: “The campaign is testament to our strong partnership with GMHBA. We’ve been developing the brand strategy and campaign work since we began working together last year, and we are thrilled to see the first large campaign launch.”
Matt Vagg – Executive Manager Brand & Marketing
Diane Pavlicevic – Group Marketing Director
Cameron Spalding – Brand Manager
Agency: Grey Melbourne
Michael Knox – Chief Creative Officer
Anthony Moss – Executive Creative Director
Lauren Doolan – Associate Creative Director
Sally Richmond – Associate Creative Director
Claudia McInerney – Managing Director
Jayne Driver – Business Director
Danish Chan – National Planning Director
Katie Wellbelove – TV & Print Producer
Leigh Cooke – Editor
Production Company: Mr Smith
Curtis Hill – Director
Elise Trenorden – Producer
Sound Production Company: Production Alley
Grade: Pancho Studios
Thom Rigney – Photographer
Grey Melbourne is part of WPP AUNZ, Australasia’s leading marketing content and communications group.
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]
In partnership with storytelling agency Enthral, AFL legend Kevin Sheedy has voiced a ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state, experiencing four lockdowns. Sheedy partnered with Enthral to share a love […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]