Australian
Physiotherapy
Association
B2C
Brand Awareness
Campaign
Creative Ideation / Scriptwriting
/ Assistant Directing
Brief
Connect with everyday millennial and boomer consumers to imprint the APA brand in their minds when they think physiotherapy.
Solution
Taking an alternative approach, I applied a relatable scenario to each execution that speaks to Australians’ lifestyles, connecting to the audiences through an emotional story or humour.
By veering down a less travelled road by health advertisements, unless it’s a health insurance ad (Lord knows they love a creative license), we wanted to stand out as approachable, forward-thinking and, most of all, not boring.
Communicating that an APA physio can help you do the physical things that bring you joy in life, we found a creative way to tell that story without being the skip-it, snoozeville type.
Side note:
This campaign is still in the pre-production stage, so your discretion is appreciated please.
Your best
move yet
Integrating self-deprecation-type humour, this concept makes light of the road to improvement being a journey, not a race. Positively framing the moments that others might see as unimpressive, the characters in our executions having nothing but pride for the feat they’ve achieved.
Their action might not be the world best, but just being able to do what they love is a win to them.
That’s why seeing an APA physio was their best move yet.
A little bit of Kane in all of us
Kane’s story follows a classic, Aussie bloke, who loves his AFL but didn’t keep in the best shape to keep playing pro style.
The hints of satire in Kane’s smirk appeal to the broader millennial and boomer audiences. The attitude of having a laugh, even if you fail, resonates with all Australians.
However, as an emotional-connection cherry on top, Kane’s story ends on a positive. Even though his miss of a kick might seem like a fail to everyone else, because Kane is no longer in pain, his kick is a win to him.
You aren’t what you knit
Annette’s shocking attempt of a knitted jumper baffles our audience - why is she so damn proud of it?
The kicker comes in (the twist that is, not Kane) when you realise Annette’s not proud because of the quality of the product, she’s overjoyed because of the newfound ease in her mobility that lets her knit again.
Sweet, cute, funny and heartfelt. Done simply.
Focus group
discussion
When a client can’t choose between their top two concepts, there was only one thing to do. Cast a decision spell. Or, get a group of consumers from your target audiences together to find, out once and for all, which concept is the most effective among the people.
Spoiler, it was ‘Your Best Move Yet’.
