Dentsu Creative launches 'win at health insurance' in first campaign under nib's new 'health covered' platform
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Dentsu Creative has launched the first campaign for nib’s new ‘Health Covered’ brand platform, using nostalgic creative to make health insurance more relatable for Australians.
Health Covered marks a return to nib’s core role: helping Australians feel confident they have the right cover when it matters. The campaign ‘Winning at Health Insurance’, uses humour and nostalgia to challenge perceptions of a category often seen as complex. Through a series of films, Australians are shown “winning” at everyday health moments, from recovery and physiotherapy to navigating middle age.
Launched earlier this month, the campaign includes films directed by Revolver’s Matt Devine, featuring Aussies Winning at Health Insurance, Winning at Recovery, Winning at the Physio and Winning at Middle Age. The films follow a nostalgic, 80s-inspired montage set to the tune of the classic Scarface anthem Push It to the Limit, with reimagined lyrics written for each scene and audience.
The campaign features nib’s brand ambassadors, rugby league legend Paul "The Chief" Harragon and Australian football star Mary Fowler, nib’s Chief Health and Wellbeing Officer. The pair appear throughout the campaign in custom 80s-inspired tracksuits, accompanied by a retro soundtrack from their custom-built 80s van.
Kirsty Tapscott, Senior Manager Brand & Acquisition at nib said, "Health Covered reflects a simple idea, helping Australians feel confident they’ve got the right support when they need it. We wanted to create something that felt familiar, entertaining and distinctly Australian, while making health insurance a little easier to relate to.”
Zac Pritchard, Executive Creative Director at Dentsu Creative said, “Health insurance isn’t known for being entertaining, but with the help of nib ambassadors The Chief, Mary Fowler, and of course the musical wizardry of the great Giorgio Moroder, we’ve created something Australians will remember. It was a monumental effort from our team to bring this to life; and hats off to our partners at Revolver. Otis, Sam I Am and of course the legends at nib, for helping us ‘win at advertising’.”
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