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“You’re only human. And what an incredible human you are,” reads one of Medibank’s new campaign taglines, championing the capabilities of the human body.
The Australian insurance provider’s campaign promotes healthy living while striving for greater human potential. A 60-second video highlights feats of the human body. “You might say you’re nothing special, but you are a number-crunching, dance-crushing, password-cracking wonder machine,” the narrator states.
“If you want someone to protect something, first you have to convince them it’s valuable. That’s the job of this work. To help Australians see their health as more than just functional,” said Colenso BBDO Chief Commercial Officer Simon Vicars. “’You’re only human’ is one of the greatest understatements of all time. We had a lot of fun tearing it to pieces.”
“Human Potential” marks Medibank’s first marketing efforts with New Zealand-based agency Colenso BBDO. Ads will run nationally from July across TV, cinema, social, out-of-home, and digital formats, according to Medibank.
“We’ve really broken the category boundaries and are thinking more about the impact health and wellbeing can play in Australian culture,” said Fiona Le Brocq, Medibank marketing & CX senior executive.
Medibank, which touts itself as the largest healthcare provider of telephone and web-based health support services in Australia, also unveiled an updated logo for its “Live Better” platform. The platform, launched in 2019, includes an online health advice hub, Medibank-supported free community events and Live Better rewards accessible via an app.
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