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HCF Highlights ‘Uncommon Care’ in First Work from Clemenger BBDO

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Campaign launched this week with executions across TV, OOH, radio, social, digital and in-branch

HCF Highlights ‘Uncommon Care’ in First Work from Clemenger BBDO

HCF has launched a new multiplatform campaign, extending the brand’s successful Uncommon Care platform, in new creative highlighting the everyday things that make them an uncommon health insurer.

HCF is an uncommon combination, one of Australia’s largest health insurers while also being not-for-profit. This gives the brand the scale to serve its more than 1.75 million members, with industry-leading health and wellbeing programs, services and tools to help members live happier and healthier lives, while striving to keep the cost of health cover as low as possible.

“The Uncommon Care platform is an organisational belief at HCF. It means putting people before profit. We know we’re not a typical health fund – we genuinely want our members to get great value cover and to know that when it comes to health, they can always count on us to go that extra mile to deliver outstanding experiences,” said Tatiana Papavero, Head of Advertising at HCF.

“While the journey through life is something we all have in common, at HCF we like to bring you the uncommon and this new campaign explores that in a humorous and human way.”

The campaign launched this week with executions across TV, OOH, radio, social, digital and in-branch.

“Whether it’s a last-minute floss to trick the dentist, or wishing you didn’t have to de-robe in front of a fully clothed stranger, when it comes to our health there’s a lot of stuff we all have to go through,” said Ant Phillips, Creative Director at Clemenger BBDO.


“This campaign is grounded in the common human truths we all relate to, contrasted with what makes HCF an uncommon health insurer. Being a not-for-profit they can do things a little differently and genuinely offer things other health insurers can’t.”

The work is the first from Clemenger BBDO, recently appointed as HCF’s creative agency of record.

“Were really proud of this work and the partnership we’ve forged with HCF since being appointed late last year. As Australia’s largest not-for-profit health insurer, HCF have so many incredibly positive stories to tell. I am confident this campaign is the beginning of an exciting creative journey for both businesses,” said Jim Gall, Clemenger BBDO CEO.

View the first three creative executions here, here and here.

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Client: HCF

Head of Advertising and Operations: Tatiana Papavero

Corporate Marketing Manager: Amelia Deakin

Marketing Manager, Private Health: Tanya Geraghty

Marketing Manager, Diversified: Rebecca Psaltis

Creative agency: Clemenger BBDO

Media: Spark Foundry and Mindbox

Production company: Good Oil

Director: Fiona McGee

DOP: Ross Giardina

Producer: Claire Richards

Photographer: Chris Budgeon

Sound house: Squeak E Clean Studios

Categories: Medical Insurance, Healthcare and Wellness

Clemenger BBDO Melbourne, Tue, 08 Feb 2022 08:56:00 GMT