Australian healthcare insurance group Bupa, bringing together three state based services HBA, MBF and Mutual Community, is running “The Moment”, an advertising campaign following what appear to be six pairs of siblings reunited after a significant time apart. The ads reveal that these characters are in fact meeting themselves. Each character had a back-story created in order to present a range of ages and health issues across the campaign. The tagline reads: “What would you do if you met the healthier version of yourself?” ‘The Moment’ consists of a 90-second and 30-second TV campaign, a print campaign and online banners.
Click on the image below to play the Healthier You video in YouTube (HD)
Clemenger BBDO Melbourne Executive Creative Director, Ant Keogh (left) says the shoot for The Moment was complex: “Each actor also played their twin, so a body-double was used as a reference point during each take, they would then swap places and shoot the action again. Director Steve Rogers had to make sure he could marry everything up seamlessly during post production and more importantly get a great performance despite the special effects. “Subtle differences between the unhealthy and the healthy characters were created by makeup and prosthetic specialists,” he said.
The Healthier You campaign was developed at Clemenger BBDO, Melbourne, by executive creative director Ant Keogh, copywriters Andre Hull and Richard Williams, art directors Lee Sunter and Anthony Phillips, agency producer Sevda Cemo, executive planning director Paul Rees-Jones, senior planner Michael Hyde, general manager Chris Howatson, account director Kirsten Darbyshire, account manager Lesley Silverstone, working with Bupa director group development Mark Engel, general manager strategy & transformation Miles Callaghan, head of brand marketing Andrew Smith, head of marketing services Alison Wild, brand marketing execution managers Sue Brailsford and Carly Nankin.
Editor was Alexandre de Franceschi at Guillotine, Sydney. Post production was done at Animal Logic by Flame artists/compositors Murray Smallwood, Yann Doray, Alex Ortoll, Jess Burnheim, Ben Ying, Guido Wolter, special effects supervisor Kirsty Millar, and producer Sarah Hiddlestone.