Blue Shield of California

Man and child wearing helmets riding a bicycle together.

Pink 3D number 100 illustration animated with spinning zeros.

ILLUSTRATING CONTINUAL PROGRESS IN HEALTH CARE FOR CALIFORNIANS

Well Ahead

Illustration of 2 white sparkles pulsating.

Capabilities

Creative

Production

Strategy

PROBLEM

Individually and collectively, Californians will feel the mental, emotional and physical impact of 2024. Blue Shield of California needed to demonstrate that they are constantly pushing health care forward for all Californians - they are resilient during tough times. At the same time, we needed to encourage members to take a moment to check in on their own health.

OUTSIDE-INSIGHT

During a year that has the potential to push the human spirit to its most resilient and vulnerable state yet, we have the opportunity to further BSC’s cultural relevance and impact through the evolution and timely use of our “Well Ahead” and “Check In” campaigns.

Red, orange, and yellow animated flame illustration.

SOLUTION

Blue Shield of California is a visionary company pursuing an innovative approach to health insurance. The brand spot, "This Journey," demonstrates this progress as the camera tracks from left to right as it visits people on their own journeys metaphorically showing that Blue Shield is constantly making progress in health care.

To compliment this work, we have a separate campaign focused on members that depicts the human, raw stories of Californian’s persistence as they embark on their personal health journey while encouraging them to take the next step in getting care.

MEDIUM

A multi-media campaign included video to run in traditional TV as well as connected TV and digital, out-of-home, and radio.

Blue Shield billboard on a city building saying Well ahead never stops.

Black and white panning shot of a ballerina practicing solo in a dark dance studio.

Smartphone screen showing Well ahead for what comes next podcast.

Smiling senior woman looking out the window of a car.

Blue Shield billboard on a building with Well Ahead slogan.

OUTSIZED IMPACT

According to a creative effectiveness research study, the unique visual style used in “This Journey” outperformed the category norm by more than 100%. And, our “Check In” stories outperformed the category in relevancy of message.