Individuals and families were filmed in their own homes for Medibank's latest campaign celebrating life as it really is.
The 'I am Better' campaign, by Whybin\TBWA Melbourne aims to show that the private health provider can serve the varied needs to Australia's ever-changing and expansive demographic.
The television commercial was filmed by award-winning documentary filmmaker Celete Geer who was tasked to capture Australia as it really is – with all the unique configurations that form families and individuals in Australia today.
The campaign also contains still photographs of the faces of everyday Australians, approached in a similar way, with individuals taken from the street and photographed there and then in a temporary studio.
Medibank GM of brand and marketing Fiona Le Brocq says the campaign is designed to show the human truths often ignored in traditional campaigns.
“Health insurance funds are seen as essentially all the same. It was important for us to show how Medibank is different and the many ways we stand for better health for everyone,” Le Brocq says.
“We recognise that people live and love differently and we are always seeking ways forward to provide the right cover and services for every kind of family and every kind of individual, for life.
“As a company that provides such a vital service to help protect people’s health, it is essential that we acknowledge and deliver to meet the diverse needs of our 3.9 million members. There’s nothing more important than getting the right health cover and care.”
The campaign will be launched nationally across TV, cinema, radio, OOH, digital, social and earned media channels.
Media planning and buying was care of Carat while Ogilvy PR handled public relations.