nib Health Insurance approached us to engage with their most profitable target market (Virgin Green Males – 25-30 singles) through content.
The challenge was: How do you talk to a demographic who are not interested in health insurance? Through data and insights, I discovered a white space that engaged our audience and related to the conversation nib wanted to have – Human Innovation.
From this, I developed a creative filter and brand that spawned video, social and editorial content that engaged our Virgin Green Male audience.
creative strategy / creative ideation / art direction