Bupa

Blua x All Blacks

You don’t need to be an athlete to be healthy

Brief

Activate Bupa's global partnership with New Zealand Rugby's All Blacks and Black Ferns teams to promote its digital health app ‘Blua’ and connect with audiences far beyond core fans of the sport.

Idea

A Question of Health

Take inspiration from the sports teams doing social well and apply the same thinking to healthcare for content that's as fun and engaging as possible for audiences – and talent, too.

Insight

Athletes are among the fittest and healthiest people in the world. We all love the idea that we might bring a little world champion performance to our own lives.



CREDITS 
• creative direction
• CONTENT concept
• COPYWRITING

SOCIAL

HEALTHCARE CAN BE FUN

With a winger's deft jink left, we sidestepped bland media trained answers by engineering the shoots to bring out the personalities of each player, combining insightful answers
with easy laughs, all rooted in relevant Bupa themes of health, wellbeing, fitness and nutrition.

SHOT IN TWO HALVES AGAINST THE CLOCK

With limited access to the players during a European tournament, careful planning gave us the content to create a full suite of social and long form video content from two shoots in a timeframe little longer than a rugby match.

ROLL FROM KICKOFF TO FINAL WHISTLE
To capture social-first authenticity and give us as much content to play with as possible, we rolled camera on the players from the moment they walked onto set. These BTS-style moments feature heavily in the final edits.

HOW DID IT DO?

Combined engagement of over 2 million views and 35K Likes across Instagram, TikTok and YouTube.