As a juror, does the health insurance section get your juices flowing? Probably not. It’s kinda the same with the general public. Yes, health insurance is important. But it’s not exciting. This was the insight behind the latest campaign for nib health insurance. Our brief was to re-energise the brand and set up a platform to announce some of their new products. We know that health insurance is a grudge purchase in Australia. And we know that most health insurance advertising overstates their role in people’s lives. How many excited/dancing/high-fiving people do you see in health insurance ads? Loads. We decided that honesty was the better option. And, honestly… the only people who get excited about health insurance are the people who work at nib. In this supremely frank communication, we say what everyone’s thinking: health insurance isn’t that exciting. Go with the people who think it is.