GMHBA Launches Thought-Provoking Campaign, Via Howatson+Company

GMHBA Launches Thought-Provoking Campaign, Via Howatson+Company

Howatson+Company has produced a new brand campaign for GMHBA that shines a light on the stories of everyday Australians and the reasons they need health insurance.

The campaign was shot entirely on 35mm film by Matthew Thorne of Pool Collective and features real GMHBA customers. It will roll out across TV, online, OOH, and radio.

“It was really important that we created a campaign that expressed who we are as a brand, and what we stand for in a category that is largely undifferentiated,” said Helen Stevens, chief marketing officer at the Geelong-based not-for-profit health insurer.

“We wanted to shift the focus from healthy decisions to human decisions, in a way that feels authentic to our members, our history and our purpose. This work reiterates that as a business, we’re here to provide the care you need for the life you live.”

Gavin Chimes, ECD at Howatson+Company added, “We’re so used to health insurance brands telling us how to live or showing us a very specific picture of ‘healthy’. We wanted to share real stories, of real people, with a promise that we’re there to support GMHBA members – in every decision that makes them human.”

Credits:

Client: GMHBA Health Insurance

Chief Marketing Officer: Helen Stevens

Head of Brands: Johanna Gemmill

Brand Managers: Jane Needham & Lee Sampson

Digital Designer & Content Producer: Emily Shields

Agency: Howatson+Company

CEO/Founder: Chris Howatson

ECD: Gavin Chimes

Senior Creatives: Tom Macphail & Will Halstead

CSO: Dom Hickey

Managing Partner: Rebecca Robertson

Group Account Director: Pat Nally

Business Manager: India Clarke

Executive Producer: Holly Alexander

Production Assistant: Charlotte Breene

Editor: King Yong

Design Lead: Ellena Mills

Designer: Jason Nguyen

Studio Lead: Simon Merrifield

Production Company: Pool Collective Director: Matthew Thorne Executive Producer: Courtney Lewis Producer: Lauren Simpson DOP: Andy Gough Prod Designer: Bianca

Editor: Nicola Powell

Colour by Crayon Colourist: Daniel Stonehouse

Music + Sound: Heckler Sound Executive Producer: Bonnie Law Composer/ Creative Director: Johnny Green Sound Designer: Dave Robertson




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