Be You

The biggest challenge in creating a campaign for health insurance was simplifying the benefit for the consumer. After honing the creative brief, it all came down to two words: Be You. When your health is protected, you can focus on being you. The message was disseminated through a mix of traditional media, digital and social. Open dialog was established between Blue Cross Blue Shield and their customers through a social sharing website where viewers were encouraged to post their stories or read about others' experiences with the brand.

Small Space Newspaper Ads — Copy was written specific to placement in the newspaper.

Magnetic poetry was created as a tip-in placed in city magazines across the state.

Digital ads were written based on placement with a call to action to share stories on the website.

Digital ad placed on the Weather Channel.

Campaign created by Red Square Agency. My role: Creative and design direction.