HCF launches new ‘Uncommon Care’ creative in first work from Clemenger BBDO

HCF has launched a new multiplatform campaign via Clemenger BBDO, extending the brand’s successful Uncommon Care platform, in new creative highlighting the everyday things that make them an uncommon health insurer.

 

HCF is an uncommon combination, one of Australia’s largest health insurers while also being not-for-profit. This gives the brand the scale to serve its more than 1.75 million members, with industry-leading health and wellbeing programs, services and tools to help members live happier and healthier lives, while striving to keep the cost of health cover as low as possible.

Says Tatiana Papavero, head of advertising at HCF: “The Uncommon Care platform is an organisational belief at HCF. It means putting people before profit. We know we’re not a typical health fund – we genuinely want our members to get great value cover and to know that when it comes to health, they can always count on us to go that extra mile to deliver outstanding experiences.

“While the journey through life is something we all have in common, at HCF we like to bring you the uncommon and this new campaign explores that in a humorous and human way.”

The campaign launched this week with executions across TV, OOH, radio, social, digital and in-branch

Says Ant Phillips, creative director at Clemenger BBDO: “Whether it’s a last-minute floss to trick the dentist, or wishing you didn’t have to de-robe in front of a fully clothed stranger, when it comes to our health there’s a lot of stuff we all have to go through.

“This campaign is grounded in the common human truths we all relate to, contrasted with what makes HCF an uncommon health insurer. Being a not-for-profit they can do things a little differently and genuinely offer things other health insurers can’t.”

The work is the first from Clemenger BBDO, recently appointed as HCF’s creative agency of record.

Says Jim Gall, CEO, Clemenger BBDO: “Were really proud of this work and the partnership we’ve forged with HCF since being appointed late last year. As Australia’s largest not-for-profit health insurer, HCF have so many incredibly positive stories to tell. I am confident this campaign is the beginning of an exciting creative journey for both businesses.”

Client: HCF
Head of Advertising and Operations: Tatiana Papavero
Corporate Marketing Manager: Amelia Deakin
Marketing Manager, Private Health: Tanya Geraghty
Marketing Manager, Diversified: Rebecca Psaltis

Creative agency: Clemenger BBDO
Media: Spark Foundry and Mindbox
Production company: Good Oil
Director: Fiona McGee
DOP: Ross Giardina
Producer: Claire Richards
Photographer: Chris Budgeon
Sound house: Squeak E Clean Studios