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Top 6: November 23rd 2011
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Bupa: The MomentTop 6: November 23rd 2011
Clemenger BBDO Melbourne is launching a campaign for leading healthcare group Bupa. Called 'The Moment', it is the vehicle to launch the new Bupa brand.
The ads appear to follow six siblings reunited after a long time apart. Emotional scenes play out as they see and embrace each other for the first time. At the end of the ad it's revealed our protagonists are actually meeting themselves. The tagline reads: "What would you do if you met the healthier version of yourself?" Each character had a back-story created in order to present a range of ages and health issues across the campaign. The Moment consists of a 90 sec and 30 sec TV campaign, a print campaign and online banners. The campaign is the beginning of one of the largest brand migrations in Australian history – transforming HBA, MBF and Mutual Community into the one Bupa brand. Bupa is Australia's largest privately owned healthcare group, with more than 3.3 million members.The three state-based brands are some of the oldest health insurance brands in the country - HBA was established in Victoria in 1934, Mutual Community in SA in 1937 and MBF in NSW in 1946.
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