Aetna, The New Healthy
Repositioning a national insurer as a partner for wellness.
Group Creative Director, David Korchin; Creative Directors, Robert Balog, Jeff Leaf; with Guido Boehm, David Marino, Israel Beer, Cameron Fleming, Julia Melograna, Michelle Konar, Sam Mazur, Ricardo Leme-Lopes, Eddie Pak, Jeff Asch, Jaclyn Marinese, Katherine Weinberger, Kathy Pepper-Miller, Lindsey Oesterlund, Sandy Durkin, Lisa Haldeman. Anthem Video, HunterGatherer.
Group Creative Director, David Korchin; Creative Directors, Robert Balog, Jeff Leaf; with Guido Boehm, David Marino, Israel Beer, Cameron Fleming, Julia Melograna, Michelle Konar, Sam Mazur, Ricardo Leme-Lopes, Eddie Pak, Jeff Asch, Jaclyn Marinese, Katherine Weinberger, Kathy Pepper-Miller, Lindsey Oesterlund, Sandy Durkin, Lisa Haldeman. Anthem Video, HunterGatherer.
Against the backdrop of the ongoing national dialog around health care, and the upcoming changes to the health insurance landscape, we saw the opportunity to portray Aetna, one of the country's largest private insurers, as a human brand, one that can lead people towards wellness by making a complex system simpler, easier to manage, and in the end, healthier for everyone to use.
We purposely left out generic images of "healthy" people that plague the category and focused on a cheerful, vibrant palette with fanciful shapes the viewer can appreciate instantly.
This comprised The New Healthy, a promise by the company to move it's entire proposition from cost to quality, from complexity to simplicity, and from uncertainty to knowing.
A scrolling web experience lets users dive into the state of the current insurance landscape, and explore the promise of the The New Healthy.
