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St.LukesHealth Campaign from The Pangea Agency Challenges How Australians Think


Sweetshop director Jared Daperis shoots inspiring spot highlighting the organisation's ambition to make Tasmania the healthiest island on the planet

St.LukesHealth Campaign from The Pangea Agency Challenges How Australians Think

Tasmanian non-profit St.LukesHealth has launched an inspiring brand campaign created by The Pangea Agency to challenge the way people think, as part of the organisation’s ambitious vision to make Tasmania the healthiest island on the planet.

The campaign features a young girl 'Bella' working studiously on a drawing, revealed at the end to be a map of Australia with Tasmania on top.

The intimately shot visuals also show the young girl picking tomatoes at the local grocer, playing with her family at the beach and doing karate, accompanied by a compelling narrative: ‘Imagine how a change of outlook, can change your outcome. Join St.LukesHealth, as we work to make Tasmania the healthiest island on the planet’.

St.LukesHealth chief marketing officer, Ben Davis, comments: “The brand campaign is just one element of a brave vision we are putting into action, backed by some big-picture health and wellbeing initiatives that focus on generational behaviour change and early intervention. We are incredibly invested in this vision and we were determined to make an impact with the campaign, which was shot across seven locations in Tasmania by a global team spanning Japan, Singapore and Copenhagen. We’re thrilled with the final cut.”

Sweetshop director Jared Daperis, said he wanted the film to speak personally to Tasmanians, with a local tone of voice and humility: “In order to inspire them to begin thinking about what a change in habit might mean for them and their family, it needed to look, feel and sound like Tasmania – the way the locals know it.”

Tim Holman, founder of The Pangea Agency who created the campaign, said from the moment they heard St.LukesHealth was on a mission to make Tasmania the healthiest island on the planet, they knew they weren’t looking for a generic health insurance ad: “Such a bold intention for a business in a category as homogenous as PHI called for a simple but emotive story and a memorable key visual. Our brand campaign highlights a fresh perspective for Tasmania and how a little imagination can help deliver a better future for all Tasmanians. It was a privilege to work on such an important campaign with such a highly talented and passionate team of professionals.”


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Categories: Health, Corporate, Social and PSAs

The Pangea Agency, Tue, 29 Nov 2022 09:59:27 GMT