Selecting healthcare plan options for your employees can be confusing, misguided, and come with a lot of pressure. Kaiser Permanente was looking to create a campaign targeting companies who were selecting new healthcare plans. The main goal of the campaign was to create awareness of about Kaiser Permanente’s unique healthcare model and the benefits that the it provides. There was also an opportunity to discuss general healthcare misconceptions about doctor-patient relationships, evolving technology trends, and the complexity of changing plans for employees. As such, we developed a creative concept based around a three part asset series, internally dubbed “TheNonsense Campaign”. Our approach was to uncover the absurdity of the conventional healthcare system with a theme unique in the healthcare space. By pulling the stylistic qualities from children’s books and old fables, we were able to shed light on our prospects’ business problems while highlighting Kaiser Permanente’s model in a fun, vibrant and entertaining way.
PROJECT TEAM MEMBERS
Agency: 90octane | Creative Lead: Ben Marshall | Art Direction and Design: Phillip Monette | Illustration: Matt Carlson | Copy: Erin Engstrom and Caity O’leary