HBF Quokkas Declare “Not For Profit Is Love” In Cute Work From Leos

HBF Quokkas Declare “Not For Profit Is Love” In Cute Work From Leos
B&T Magazine
Edited by B&T Magazine



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




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Kate Silver Leo Burnett Louise Ardagh

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