"We wanted to share real stories, of real people."
GMHBA Health Insurance has introduced its latest brand work via Howatson+Company to show Australians that they’ll protect their members, for the life they choose, and the one they don’t.
The campaign, shot by award-winning director Matthew Thorne of Pool Collective, shines a light on the stories of everyday Australians in a way that’s not often represented in the category.
Helen Stevens, chief marketing officer at GMHBA, said: “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.
"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 said: “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.”
The campaign was shot entirely on 35mm film and features real GMHBA customers, and is rolling out across TV, online, OOH and radio.
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 Milani 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
