The story
Pitch campaign for BlueCross BlueShield of Tennessee.

You've seen one health insurance ad, you've seen 'em all: father dancing with daughter at wedding, little girl putting bandage on teddy bear, senior citizen rollerblading. We wanted to do something different. Something smarter. Something better. Something unique to Tennessee.

The insight
After conducting extensive research, we learned a few things. One, Tennesseans are damn proud of Tennessee. Two, when it comes to health insurance advertising, they don't want a lot of fancy talk and promises. Just simple and honest messaging. And three, it's important to them that companies they deal with understand Tennessee⎯and share⎯their Tennessee values.

The campaign
The animals of Tennessee have natural ways of protecting themselves. The great horned owl can see perfectly in the dark. The eastern box turtle has a shell. You get the idea.

Our multi-channel campaign, which related different BlueCross offerings to different Tennessee animals, was targeted to individual and group buyers.



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