How do you get twenty to thirty-somethings – an age group who feel bulletproof –to want to book in for a Bupa health assessment?
Our solution was to launch a one-of-a-kind interactive music video that shows people how their bodies are performing. Starring The Futureheads, the campaign aims to raise awareness of Bupa UK’s new health assessments, developed to help meet changing healthcare needs and demands of people across the UK.
An online quiz will allow the British public to create a unique, personalised version of the 2010 tune ‘Heartbeat Song’ to show how their health is performing. Each of The Futureheads band members represents a part of the body – the guitarist is the liver, the drummer the heart, the bassist the bones and the lead singer the lungs. Participants just need to answer four health related questions and their responses will impact upon the band’s performance in a variety of unexpected ways; cue guitars turning into dogs, explosions and collapsing drum kits.
Directed by award-winning director Rob Brandon, the interactive music video is aiming to raise awareness of how different lifestyles can affect health and well-being. The result is a fun music video full of exciting and unusual antics. We’re extremely proud of the campaign and had a lot of fun creating the fully interactive experience with The Futureheads, in particular shooting 54 individually crafted music videos.
Jason Keet and James Hodson, Creative Team, WCRS add “In your twenties and thirties, you don’t think too much about your health. Our challenge, then, was to get an age group who think they’re practically bulletproof to consider Bupa for a health assessment. So we tried to think about health in a way they could relate to. We thought a classic four-piece band could be much like a body with each member representing a different part: the drums the heart, the vocalist the lungs, the bass the bones and the liver the guitar. Then we asked: if your body were a band, how would it perform? We thought that depending on your lifestyle, it could either perform either brilliantly or catastrophically badly. Either way it would be entertaining. It was a metaphor that really worked and gave us the freedom to talk about health in a way the audience could understand and, most importantly, enjoy. Bringing a well-known band like The Futureheads to the project made the idea stronger and more likely to resonate with the audience.”
Client : Bupa
Agency : WCRS
Creative Directors : Joe Miller, Orlando Warner
Creatives : Jason Keet and James Hodson
Creative Technology: Dino Burbidge
Agency Producers : Stefanie Forbes, Christophe Taddei
Account Handling : Tom Crossley, Chris Boyton, Chris Moger, Charlie Warner
Planning : Elisa Edmonds and Hayley Pardoe