BlueCross Blue Shield of Maryland
RFP

The directive of this new business pitch was to create a "big idea". One of the oldest advertising tricks in the book is to use a symbol, person or object to represent a word or meaning. In this case, we developed a "blue box" that would represent "health". We placed it in different scenarios which spread across our targeted markets.

This full on advertisement campaign consisted of a teaser outdoor campaign, print, environmental and broadcast.