Wellmark Blue Cross Blue Shield Advertising Concepts
Blue shadows communicate a reliable message
A subtle shade
In partnership with agency Nicholson Kovac, our Blue Shadows multimedia campaign helped bring the Blue Cross Blue Shield message to life. Led by research that indicated customers only wanted to think about health insurance when necessary, Blue Cross Blue Shield wanted to express that its health insurance was “there when you need it.” Our team came up with the “blue shadows” print and television campaign concepts; a shadow colored blue follows the consumer in a persistent but unobtrusive manner. When the blue shadows television commercial was shown to Blue Cross Blue Shield sales staff, they stood up and cheered — a rare response.