Creativity

Harvard Pilgrim Health Care: Laterals

The beauty of collaboration.

Published on Sep 25, 2012

Editor's Pick

Hill Holiday repurposes user-generated YouTube videos for a set of heartwarming commercials for Harvard Pilgrim Healthcare, each focusing on the good we can do when we all come together. See all three executions on the right.

The brand's "teamwork" positioning is also echoed in sets of print and OOH ads, each of which focus on the company as just being a gathering of like-minded, helpful individuals. Ads will include instances of famous partnerships, like "Salt n' Pepa" and "Lucy and Ethel," billboards sans headlines so as not to distract drivers, and an upcoming installation that only plays music when two people are playing.

We've seen the use of home video in ads to great effect before, notably in the non-Olympics work for Hostess created by Bernstein-Rein.

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About

Credits

Date
Sep 25, 2012
Agency:
Hill Holliday
Chief Creative Officer:
Lance Jensen
Client:
Harvard Pilgrim Health Care
Creative Director/Copywriter:
Tim Cawley
Creative Director/Art Director:
Bob Gates
Art Director:
Wes Dorsainvil
Designer:
Kevin Daley
Agency Producer:
Scott Hainline
Assistant Producer:
Pat Driscoll
Editorial:
Kat Baker
Editorial:
Element
Offline Editor:
Kat Baker
Online Editor:
Chris Santo
Additional Editor:
Dan Cabral
Sound Mixer:
Mike Secher
Sound Mix:
Soundtrack
Music:
Conan Skyrme
Titles:
Elastic

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