Bupa prepares Australians for life’s ups, downs and up-agains, via Thinkerbell


Bupa exists to help prepare Australians for life’s ups, downs and up-agains - a simple truth Thinkerbell has brought to life in its latest iteration of the ‘Because Life Happens’ platform.

The idea comes to life in a bold and graphic visual style. Australians of all kinds gracefully launch up and down through the big, blue sky, showcasing the moments Bupa can prepare you for every day, rather than just being there when something happens. The art direction doubles down on one of Bupa’s key visual devices - the blue sky - and the optimism it embodies.

Launching over the weekend, and ramping up across media in September, the work creates a distinctive and easily adaptable framework, allowing Bupa to communicate everything from emotive brand messages, to hard-hitting retail offers in an easily recognisable style.

Thinkerbell National Chief Creative Jim Ingram said: “We’ve been itching to dial Bupa’s distinctiveness up a few levels. With the singlemindedness of the idea, the clarity of the execution, and the beauty of our new track, Bupa can only go up, up, up, and up in the minds of Aussies looking for health insurance. That’s all of you.”

We are thrilled to take the next big creative leap forward with our ‘Because life happens’ platform. Brands need to be honest, relevant and to speak to the moment. Against the backdrop of uncertainty of the past few years, this campaign is a positive demonstration of Bupa’s experience and scale, giving our members confidence that we’re here for them through life’s ups and downs.

Naomi Morton, Bupa’s General Manager of Marketing