AI Care Partner Heidi has launched a new global brand campaign in collaboration with Cocogun.
Heidi is built on an understanding of what healthcare systems actually demand of the people inside them. That understanding is what shaped Heidi’s new brand platform: Relief, on repeat.
Heidi’s new campaign flips the familiar language and tropes of much-maligned American Big Pharma advertising, into something optimistic: a dose of Heidi may result in clearer heads, calmer days and more present care.
Fronted by a chief medical officer with a little swagger and plenty of warmth, the campaign brings humour, relatability and entertainment into a category awash with earnest takes and ultra-sincere clichés. In a category defined by claims, the campaign aims to capture what making the right choice actually feels like: relief.
With the film directed by Alex Roberts and stills by Cara O’Dowd, the campaign was a collaboration between Cocogun, the Heidi brand team, FINCH and Chee Productions, with US media strategy and buying by TRG.
“Healthcare advertising has developed a clinical detachment of its own. The irony is that clinicians deal with the full weight of human experience every day, and yet the brands serving them default to functional and one-note messaging. We wanted to make something that treated clinicians like the whole, complex, occasionally exhausted humans they actually are. Relief starts small. But it compounds. We couldn’t help but take that idea as far as it could go,” said Heidi head of brand Hayley Stafford.
“The Heidi mission is so important. Because better patient care begins with care for every clinician, and the hard-working people who support them. So it was a joy to bring a relatable smile to the theme, in a way that cuts through the sea of sameness, tidal waves of triteness, and waterfalls of worthy,” said Cocogun co-founder and creative partner Ant Melder.
“Heidi and Cocogun built something genuinely distinctive, and distinctiveness only works if enough people see it, repeatedly, over time. Our role is to give this campaign the stage it deserves, reaching clinicians and decision-makers whether they’re choosing today or two years from now. When the creative is this good, media’s job is simply to create the conditions for it to lodge Heidi into memory before the buying moment arrives,” said TRG chief strategy officer Chris Ferrel.
The campaign is now live globally, spanning BVOD, YouTube, OOH, radio and digital media.
Client: Heidi
CEO and Co-Founder: Dr Thomas Kelly
President, North America: Jessie Young
Head of Brand: Hayley Stafford
Head of Production: Bruno Bolla
Senior Brand Writer: Max Becker
Director of Enterprise Marketing, North America: Lea Chatham
Brand Campaigns Lead: Ariel Sammy
Creative Agency: Cocogun
Co-founder and Managing Director: Chiquita King
General Manager: Emily Hahn
Co-founder and Creative Partner: Ant Melder
Art Director: Shanice Schiffler
Senior Copywriter: Lewis Clarke
Copywriter: Max Maclean
Brand Director: Mollie Starr
Design Director: Chris Clausen
Senior Producer: Renata Barbosa
Media Agency: TRG
Chief Strategy Officer: Chris Ferrel
Brand Management Principal: Monik Ladha
Communications Strategy Associate Director: Feba Varghese
Communications Senior Strategist: Taylor Thorpe
Investment Strategy Managing Director, Partners: Carla Behlen
Investment Strategy Group Director, Partners: Keri Weber
Film Production: FINCH
Production: FINCH
Director: Alex Roberts
CEO/Executive Producer: Rob Galluzzo
Managing Director/Executive Producer: Corey Esse
Executive Producer: Martin Box
Producer: Marge McInnes
Casting: McGregor Casting
Casting Director: Stevie Ray
DOP: Max Walter
Production Designer: Brant Fraser
Costume Designer: Janai Anselmi
Edit House: The Editors
Editor: Brendan Jenkins
Colourist: Ben Eagleton
Online: White Chocolate
Online Artist: Chris Grocott
Photography: Chee Productions
Photographer: Cara O’Dowd
Executive Producer: Tamiko Wafer
Production Assistant: Lucy Banfield
Digi OP: Patrick Mackey
Lighting: Campbell Hinshelwood and Simon Hardy
Stylist: Katherine Gren
Makeup: Shauna Crowley
Sound Production: Smith & Western
Executive Producer: Dan Higson
Creative Director: Nick West
