Blue Shield Of California: Choice Is Power, 2

Credits & Description:

Associated Creative Director: Ralf De Houwer
Art Director: Mary Wuensch

Associate Director of Comms Planning: Jordan Gilbertson
Comms Planner: Daniella Aviel
Assistant Comms Planner: Gabrielle Deckelman

Account Director: Caitlin Bricker
Account Supervisor: Erin McGarry
Account Executive: Chelsie Earl

Producer: Agnes Arceo
Producer: James Sablan
Digital Artist: Brian Cadamagnani
Published: September 2018
Synopsis:
When it comes to choice, there’s no underestimating its value and power. That’s what Blue Shield of California wants you to know in its latest OOH campaign. In partnership with BSSP, the healthcare service plan provider made one of its largest OOH media buys ever. The campaign will run through the end of the year in both San Francisco and Los Angeles.
An evolution of the “Never Stop” campaign, which aired around April 2017 and is rooted in the idea that each individual owns their own health, the spots feature black and white headshots of people like you and me, with phrases such as, ‘Choice is Power,’ ‘Choose More Choice’ and ‘Choice is Yours.’ Projected on towering buildings, large billboards, a variety of transit vehicles, and some smaller format places, these black and white stills stand in stark contrast to the vibrant, colorful, and bustling cities that lie below.
As the healthcare industry enters a key time for member acquisition, Blue Shield of California is making its voice heard in an impactful way.