Premera Blue Cross

BROADCAST SHORT-FORM SPOTS

CLIENT
Premera Blue Cross of Washington


CAMPAIGN

Regional Broadcast Media


SOLUTIONS PROVIDED

Creative Concepts, Video Production, Post Execution, Creative Direction


FORMATS

Short Form Commercial

CLIENT
Premera Blue Cross (National)


CAMPAIGN

Broadcast Media


SOLUTIONS PROVIDED

Post Execution, Digital Titles and Effects, Motion Graphics, Creative Design + Direction


FORMATS

Online Shareable Video, Short Form Commercial

Challenge

Envision Response has a long-standing relationship with Premera Blue Cross. For years, we have crafted and executed broadcast short-form campaigns for them. So, when they came to us to follow up our award-winning spots with these two latest campaigns, we were prepared to dive in fully. The challenge on the regional spot was to speak to the consumers within the geographic location both with visual and auditory language. On the national spot, they wanted to create something different than we had before, asking for a commercial comprised completely of graphics, based on a timeline that was quite pressing and couldn’t effectively be executed as live action.

Solution

In order to speak to the northwest community of consumers, we opted to cast real regional talent. Faces and voices with character and authenticity were intentionally selected. The setting was chosen specifically to communicate in relatable fashion. Bring a grounded message in this manner resulted in an overwhelmingly successful spot. In the motion graphics spot, we aimed to inject some real fluidity and eye-catching movement to essentially punch the bullet points, resulting in an elevated aesthetic that the client absolutely loved, and the approach was perfect for the rushed timeline.