Marketforce releases new HBF campaign that celebrates health and the human body
HBF will unveil a ‘refreshed’ HBF brand with a new advertising campaign during this weekend’s AFL Grand Final telecast.
The new campaign is a celebration of the human body and the amazing things it can do – if treated well. Created by Marketforce, the adverts draw on a combination of filmed and sourced scenarios and feature people of all ages performing different feats, from a child basketball prodigy and a grandmother performing yoga to a BMX master and an ice swimmer.
HBF Managing Director, Rob Bransby, said the campaign, and other changes to the HBF’s branding, reflected HBF’s evolution from health fund to valued health partner for its 900,000 members.
“We are a very different organisation today to the one we’ve been for the last 72 years and we want to signal that change to the world,” Bransby said. “Today we are promising to work with our members to help them stay fit and well – for example our HBF Outdoor Fitness program gives our members access to free training sessions for half the year in 18 locations around the state.”
Changes to HBF’s communications from this week include an expanded colour palette and a new tagline “Every body benefits”.
“We believe the new look brand gives us a great platform from which we can evolve the way we communicate the benefits we offer to members in the coming years.”
Bransby said HBF wanted to showcase the amazing possibilities of a healthy body in a campaign that is full of positive energy, optimism and colour.
HBF has been a sponsor of the Fremantle Football Club for three years and Rob Bransby is thrilled that the first screening of the new advertisements will be during the Dockers first ever Grand Final.
“We booked our TV spots months ago, not imagining our advertisements will be shown while a WA team was battling for the ultimate prize,” he said.
Credits:
HBF
General Manager Marketing and Communications – Jen Heron
Brand Project Manager – Kath Tenger
Marketing Consultant – Bree Andrijich
Agency
Creative Directors – Pat Lennox and Ben Green
Creative Team – Pat Lennox and Ben Green
Design Director – Ashley Valmadre
Strategy Director – Nicole Walton
Group Account Director – Brendon Lewis
Account Managers – Ferne Archer and Deb Kerford
Account Co-Ordinator – Sophie Brandsma
Agency Producers – Triona Crowley and Amy Molloy
Media Strategy – Mark Pinney
Media Planning – Olivia Geen
Production
Post Production – Sandbox
TV Production (part) – Splitscreen
11 Comments
I love this. Ads should entertain, and that’s exactly what these do. I watched every single one of them. It’s not necessarily a mind-boggling creative idea, but it doesn’t need to be. It’s human. And, most of all you could watch each and every spot over and over again. Thanks for bringing a little bit of entertainment to my day.
Entertaining, great music, really nicely put together, but…makes me want to join a gym, not a health fund.
this is so refreshing – its great to see HBF concentrating more on peoples health as opposed to just being there when they get sick.
The ads are awesome…. like nothing else in the market.
This will set them apart from the big conglomerates that only know you by a number.
Good job HBF.
Loving the new branding and strategic direction of HBF! Great job on the ads MF, look great and feel fresh 🙂
Like the thinking ,but it all feels very disjointed to me. You’re right Wils, it’s not mind blowing creative.
I saw the basketball one and thought it was awesome but unfortunately it went downhill from there. Most look like cheap Getty stock footage with some cheesy music and a forced line. Why have a voiceover with the Granny Yoga spot? Nice thought but overall a dull campaign that had good potential. Totally agree with ‘John’ – like the thinking but very disjointed. Sooo much better than what HBF have been doing though so marks for that.
Agree with a few of the above comments. The whole thing feels disjointed. The music is cheesy and inconsistent and some of the examples don’t really make sense, the ice swimmer for example is all about mind over matter. Personally I don’t get why so many brands these days are trying to be things that they’re not. HBF are an insurance provider, this campaign feels like its better suited to a vitamin company or a chain of gyms.
The internet has given us many things: free porn, rabbits with food on their heads and average ideas for ads. There is nothing new here. But then again, given where MF has been with this brand, it is a major improvement.
Well done MF.
It’s taken a while to get this up but it’s worth the effort.
Big improvement for the brand that hopefully is the first step back to doing great work on one of Perth’s best accounts.
It’s a big world out there, full of interesting things to watch. And if you’re not making interesting things, no one is going to watch anymore. MF seem to be the only agency in Perth that realises this.
“feels like it’s better suited to a vitamin company or a chain of gyms”, interesting point.
Maybe that’s the plan – behaving more and more like a health provider rather than a health insurer (by facilitating run for a reason; group fitness training; etc…). It’s a good one.
Good work Brendon and team.