HBF’s sassy little posse of quokkas is at it again. This time, they’re professing their undying love for the not-for-profit health insurer to the tune of Foreigner’s classic hit, I Wanna Know What Love Is via Leo Burnett.
Following the success of “Holding Out For a Zero”, which featured a quokka rendition of the Bonnie Tyler classic in 2020, this new tribute sees Buddy the quokka, backed by a choir of his macropod mates, professing his feelings for HBF – a champion of the people that’s passionate about taking care of its members, not lining the pockets of shareholders.
Louise Ardagh, general manager marketing & member engagement, said: “Having a wholly member, not shareholder, agenda is the critical difference that sets us apart from the big ‘for-profits’.
“And, while this brand campaign is a lot of fun, it underscores a really important message – that we’ll always look after members in the moments that matter.”
Kate Silver, general manager Leo Burnett Melbourne, said: “The impact of the quokkas on strengthening our East and West Coast footprints has been profound. It’s been great to grow the brand via humour and not worthiness and we’re confident this next instalment will entertain once again.”
An extended 60-second karaoke-style lyric video will be shared across social and YouTube. Buddy will even be making radio and TV appearances through sponsorships with Nova Entertainment and Channel 7’s much anticipated show The Voice Generations.
Campaign Credits:
Client: HBF
General Manager Marketing and Engagement: Louise Ardagh
Senior Manager Brand: Louisa Ross
Brand Manager: Amie Taylor
Brand Coordinator: Hannah Carlisle
Agency: Leo Burnett
Chief Creative Officer: Jason Williams
Creative Director: Jim Walsh
Creative Director: Michelle Walsh
Director of Integrated Strategy: Ilona Janashvili
General Manager: Kate Silver
Senior Project Lead: Amanda Nicoll
Senior Broadcast Producer: Francesca D’Orazio
Broadcast Producer: Naomi Nienaber
Production: Mighty Nice
Director: Simon Robson
Lead Animator: Duncan McLaren
Music: Squeak E. Clean Studios
Music Supervision: Squeak E. Clean Studios
Sound: Bang Bang
Engineer: Sam Hopgood
Media: UM
