Thinkerbell and Bupa Tell Aussies: You Get Knocked Down but You Get Up Again – They’re Never Gonna Keep You Down

Thinkerbell, in its latest iteration of the ‘Because Life Happens’ platform, demonstrates this simple truth: Bupa exists to help prepare Australians for life’s ups, downs and up-agains

The idea comes to life in a bold and graphic visual style. Australians of all kinds gracefully launch up and down through the big, blue sky, showcasing the moments Bupa can prepare you for every day, rather than just being there when something happens. The art direction doubles down on one of Bupa’s key visual devices – the blue sky – and the optimism it embodies.

Launching over the weekend, and ramping up across paid channels in September – the work creates a distinctive and easily adaptable framework – allowing Bupa to communicate everything from emotive brand messages, to hard-hitting retail offers in an easily recognisable style.

Thinkerbell’s national chief creative, Jim Ingram, said: “We’ve been itching to dial Bupa’s distinctiveness up a few levels. With the single mindedness of the idea, the clarity of the execution, and the beauty of our new track, Bupa can only go up, up, up, and up in the minds of Aussies looking for health insurance. That’s all of you.”

Bupa’s general manager of marketing, Naomi Morton, said: “We are thrilled to take the next big creative leap forward with our ‘because life happens’ platform. Brands need to be honest, relevant and to speak to the moment. Against the backdrop of uncertainty of the past few years, this campaign is a positive demonstration of Bupa’s experience and scale, giving our members confidence that we’re here for them through life’s ups and downs.”

CLIENT

CLIENT: Bupa

GENERAL MANAGER OF MARKETING, BUPA: Naomi Morton

HEAD OF MARKETING, BUPA: Alexandra Mleczko

CAMPAIGN MANAGER, BUPA: ​​Lucinda Lacava

AGENCY

CREATIVE AGENCY: Thinkerbell

CREATIVE TINKER: Ellen Woods

HEAD THINKER: Louise Rutherford

LEAD THINKER: Katrina Khao

NATIONAL CHIEF CREATIVE THINKER: Jim Ingram

CHIEF THINKER: Adam Ferrier

GENERAL MANAGER, SOUTH: Jaime Morgan

EXECUTIVE CREATIVE THINKER: Tom Wenborn

HEAD TINKER: Sean McNicholas

CREATIVE TINKER: Megan Latter

LEAD PRODUCTION TINKER: Nick Livingston

PRODUCTION

PRODUCTION COMPANY: FINCH

DIRECTOR: Derin Searle

EXEC PRODUCER: Claire Thompson

MEDIA AGENCY: Atomic 212°

POST AND ONLINE: Arc

ORIGINAL COMPOSITION: Via Level 2

SOUND: Sonar