New nature-inspired creative for Bupa

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New marketing creative for Bupa with the insurer launching a new nature-inspired ad campaign.

The campaign is based on a colony of penguins. Bupa says this is designed to illustrate the benefits members receive through its Members First network.

"The campaign highlights how penguins survive in one of the harshest environments on earth by working as a collective to help care for and support each other," said Bupa.

"Just as nature knows it’s best to be part of a group whose purpose is to help keep you safe and well, Bupa’s Member’s First network of more than 10,000 registered healthcare providers helps their members to live longer, healthier and happier lives."

The new campaign has been developed by AJF Partnership.

“Bupa has always helped people live longer, healthier and happier lives. This purpose drives our continued investment in our Members First network," said Bupa’s director of health insurance marketing, Gretchen Fox.

"This campaign brings that network to life in a beautifully simple and compelling way."

AJF's Executive Creative Director, Andrew Foote, said the analogy represents the care and commitment that members will feel, knowing they're supported by more than 10,000 registered healthcare providers.

“During the creative process for this campaign, we were looking to humanise Bupa’s expansive network and interestingly, we found that a powerful way to do this was to not use humans at all," said AJF’s executive creative director, Andrew Foote.

The campaign launched on 24 February and is running nationally across TV, outdoor, radio, social, online, press, instore, shopping centre panels and digital.