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