Brief
The BUPA masterbrand has high awareness, but the many sub brands have often been advertised with different campaigns, causing the overall BUPA brand communication to become fragmented. The challenge for this campaign was to create an idea that could work across all aspects of BUPA's business, from health checks to care homes.
Solution
The campaign had to build on BUPA’s existing “Feel better” thought. Competing in a category which tends towards the more formulaic, traditional approach, often featuring actors in beautiful staged settings, we set out to avoid these category clichés. The distinctive and colourful art-direction that brings BUPA World to life ensures that every piece of communication is strongly BUPA branded, thereby promoting the masterbrand at all times, whatever the particular sub-brand featured in the advertising.