Blue Cross Blue Shield
In 2019, after a competitive pitch, we launched “The Benefit of Blue” with the Blue Cross Blue Shield Association to create their first national campaign for Medicare. The brief was to break outside of typical communications to the 65+ audience, to celebrate the lives they have lived and the fact that there is much more living to do.
Role: SVP, Executive Creative Director
Client: Blue Cross Blue Shield Association
Agency: FCB, Chicago
The Benefit of Blue platform proved flexible well beyond launch. For the 2021 Olympics we redefined expectations of what’s possible after the age of 65 by celebrating an incredible woman, Kathy.
Separately, Blue Cross Blue Shield also tasked us with a broader public health moment. Christmas 2020 in America was one of the heights of COVID-19. Still in lockdown, people were tired of isolation and desperate to travel to see their loved ones. Blue Cross Blue Shield tasked us with creating a PSA to warn against travel and instead remind people to protect the ones they love. Within weeks, we produced a film that used holiday lights to visualise the potential of a single person unknowingly spreading more than holiday cheer.