Health insurance is top of mind for most Americans right now as we enter open enrollment season. With health plans touting their coverage, provider networks, and virtual care offerings, but that’s table stakes. For its latest campaign, Premera Blue Cross worked with long-time agency partner Copacino Fujikado to go beyond the functional benefits of…having good benefits, shining a light on the subtle and deeper ways coworkers care for one another today.
Based on research the agency conducted, which uncovered familial dynamics at play in today’s workplaces that are fueling increased camaraderie and care amongst coworkers, the new campaign, “They’re so much more than employees,” highlights how health insurance is the most valuable employee benefit and reinforces why companies should invest in a premium plan that supports employees physical and mental health.
The campaign is centered on three emotional spots:
- In “Delivery,” we see an exhausted new father who gets an unexpectedly thoughtful gift: months of ready-made meals delivered by his coworkers.
- In “Office,” a worker is in his office experiencing a tough life moment. Two of his colleagues recognize his distress and deliver a discreet lifeline on two post-it notes: “Skip the 4:30.” “We’ve got you.” Through the glass, the coworkers exchange a knowing glance and nod of appreciation.
- In “Haircut,” two warehouse employees stay after hours to show their solidarity to a colleague who must shave her head for medical reasons.
Launching this week across Washington state, the regional campaign will run across TV and digital video, supported by social and display elements.
Andrew Gall, Group Creative Director at Copacino + Fujikado: “The most breakthrough advertising always starts with a relatable human truth. By appealing to the emotional, relatable bonds that happen amongst coworkers, we’re confident this work will really resonate with an audience that is used to being skeptical about the wide, often repetitive world that is healthcare marketing.”
Eric Trott, Vice President of Marketing and Communications at Premera Blue Cross: “Employee benefits can be the second-highest expense for many companies, topped only by salaries. It was important for us to take a very human approach, and demonstrate to business decision makers that we value their employees as much as they do.”
AGENCY: Copacino Fujikado
Chief Creative Officer: Mike Hayward
Executive Creative Director: Vince Soliven
Group Creative Director: Andrew Gall
Director of Production: Jen Allen
Senior Producer: Steph Huske, Adam Oliver
Account Executive: Anna Saufferer
Account Director: Cameron Wicker
Production Company: Hey Baby, Los Angeles
Director: Sune Sorenson
Director of Photography: Rasmus Heise
Executive Producer: Johnny Parker
Production Co (Vancouver): Means of Production
Line Producer (Vancouver): Jill Satore
Editing House: Fresh Coat Studios, Seattle
Editor: Brian Alter
Color Grade: Trafik, Los Angeles
Colorist: Nate Seymour
Managing Director: Robert Owens
Producer: Greer Bratschie
Sound Design: Quiet Coyote, Seattle
Sound designer/Audio Mixer: Eric Johnson