hEALThCARE pRoDuCTS & SERvICES
bRoNZE WINNER

Group health Cooperative

GRoup hEALTh CoopERATIvE

Sharon Thomson Exec. Dir.-Advt. & Mktg. Comm. Rio Rossarne Creative Dir.-Dir., Strategic Advt.

TM ADvERTISING Forrest Healy Zach Hitner Andy Westbrock Dave Weaver Andre Vriesman

VP- Creative Dir. VP- Creative Dir. Art Dir. Dir.-Strategic Planning Copywriter

hISpANIC

Charmin

pRoCTER & GAMbLE
David Miller
Felix Olmo
Carolina Raineau

LÁpIZ
Pablo Miro VP-Acct. Dir.
Elizabeth Papasakelariou Acct. Super.
Lucille Gratacos Acct. Exec.
Enrique Marquez VP-Strategic Planner
Maria Bernal Assoc. Creative Dir.
Jose Funegra Assoc. Creative Dir.

CARAT

Alejandro Clabiorne

TApESTRy ThE INTEGER GRoup

VP- Comm. Planning Dir.

FIND MoRE MINu TES

A longtime Pacific Northwest healthcare institution, Group Health suffered from negative perceptions and declining enrollment. Consumers were frustrated with the restrictiveness of healthcare and indifferent to cliched medical ads with lab coats. To stand out, Group Health needed to stop acting like every other healthcare company and instead inspire a movement for better health. “Find More Minutes” empowered people to take an active role in improving their own health by encouraging them to make healthy choices. Group Health’s enrollment numbers grew by 29,339 in just one year, compared with a total of 20,107 new members for the two previous years combined.

CAMpING

Charmin bathroom tissue needed to sell a premium brand to a value-oriented consumer. Quality of paper in Latin America is low; consumers have low expectations and thought what they were currently using was good. They saw no reason to spend more money. Because of the poor quality, people overcompensated by using lots of paper from the competition. The idea was to make people realize how much paper they were using. The campaign introduced a new character, Gaston, the beaver, that used too much. The Charmin Bear taught Gaston about his bad behavior and how to use less. Result: Charmin’s total share grew 5%.