The Moment by Clemenger BBDO Melbourne for Bupa

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The Moment

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Industry Insurance
Media Film
Market Australia
Agency Clemenger BBDO Melbourne
Production Animal Logic
Production Revolver
Released May 2011

Awards

London International Awards 2012
TV/Cinema/Online Film - Production | Post Production Direction Bronze Winner
TV/Cinema/Online Film - Production | Post Production Editing Short List
TV/Cinema/Online Film Health Care Services Short List

Credits & Description

Advertiser BUPA
Product BUPA HEALTH INSURANCE
Entrant CLEMENGER BBDO MELBOURNE, AUSTRALIA
Type of Entry Product & Service
Category Financial Products & Services
Title THE MOMENT
Production Company: REVOLVER Sydney, AUSTRALIA
2nd Production Company: ANIMAL LOGIC Sydney, AUSTRALIA
James Mcgrath Chief Creative Officer
Ant Keogh Executive Creative Director
Andre Hull/Richard Williams Copywriter
Lee Sunter/Anthony Phillips Art Director
Sevda Cemo Agency Producer
Chris Howatson Account Supervisor
Sarah Hiddlestone Producer
Steve Rogers Director
Alexandre De Franceschi Editor
Jojo Petrina Sound Design/Arrangement
Kirsten Darbyshire Account Manager
Russel Boyd Cinematographer
Russel Boyd Director Of Photography
Kirsten Darbyshire Account Manager
Russel Boyd Cinematographer
Russel Boyd Director Of Photography
Brief Explanation
This concept is part of a campaign to launch one of the largest brand migrations in Australia’s history – transforming a collection of Australia’s biggest and most loved health insurance brands into the one brand, Bupa. In launching Bupa not only did we need to dramatically increase awareness, we needed to position Bupa as a healthcare company focused on being there in both sickness & in health. The concept is based around the thought “what would you do if you met a healthier version of yourself?” Initially we think we are watching six siblings reuniting after living apart for years. Although they look almost identical we can see subtle differences between each couple. Each meeting is very emotional but also unique; some embrace, some laugh and others shed tears of joy. However it is not until the final super that it is revealed the 6 people are not siblings but actually meeting the healthier versions of themselves. The ad finishes with Bupa saying they can help you find your healthier self.