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Challenge

People in California struggle to distinguish Blue Shield of California from other insurance companies 

Insight

In California, the most popular activity amongst people is going to the movies, regardless of age or level of income. 

One Club

Creative Bootcamp

2019

Solution

Relate iconic situations from movies set in California to health insurance

Main Message

Life is just as unpredictable as in the movies. Injuries can happen when you least expect them. 

Art Directors: Martine Colloredo-Mansfeld, Maddy Kinsella, Michael Roy

Copywriter: Yours Truly

Production: Jesswa Sinaca

Strategy: Jane Tsai