BMF TAKES A POSITIVE STEP FOR MBF

Health insurer MBF is launching a new fully integrated advertising campaign via BMF Sydney, to position the company in personal lifestyle protection.
BMF created the new campaign titled ‘Journey’ and the first television commercials are scheduled to go to air from Sunday (22 October). The commercials include 60 sec, 30 sec and 15 sec executions. The campaign will also launch with bus, cinema and POS.
The creative idea shows how MBF can help customers navigate the unexpected events of life with its range of dynamic product options.
“It was a great opportunity for us to break category conventions in a competitive market where MBF is determined to achieve differentiation,” said Warren Brown, Executive Creative Director, BMF. “The MBF commercial uses surprising ‘in camera’ stunts and effects to depict the unexpected events that can pop up in life.”
Sets and props inflate, slide, spring and pop up throughout the commercials to create a fresh and distinctive look for the brand.
“It’s our first major campaign for MBF since we won the account and we’re very excited about taking this positive step with them,” said Matthew Melhuish, CEO BMF.

CREDITS:
Executive Creative Director: Warren Brown
Art Directors: Simon Langley and Dale McGuiness
Copywriters: Richard Morgan and Dennis Koutoulogenis
Account Management: Alita McMenamin
Agency Producer: Whitney Hawthorn
Director: Andy Lambert
Production Company: The Sweet Shop
Strategic Planners: Jeremy Nicholas and Christina Aventi
Clients: Wendy Baylis, Jane Calder, Jo Hay
Media Agency: Mitchell & Partners