Challenge: Many health insurance companies have commercials filled with smiling grandparents and giggling children. Dean Health Plan challenged us to deliver a fresh concept that lived up to their brand promise of “putting humanity back in health care” without losing sight of their product: insurance coverage.
Solution: “No Small Moments” combined the rectangular shape of the Dean Health Plan insurance card—the most tangible symbol of protection for its members—and uniquely captured slice-of-life vignettes. During open enrollment when attention is at a premium, this visually distinct campaign leaves an impression whether the sound is on or not. And the product is always in the frame.