Picture of Health

Client: Bupa

Despite strong brand awareness, Bupa is known to many as a health insurer. But as a leading global healthcare brand, Bupa has a much bigger purpose to help people live longer, healthier, happier lives and make a better world.

In a year that the world’s attention was turning to an epic ‘summer of sport’ anchored by Paris 2024, Bupa saw an opportunity to cut-through with its first-ever integrated global marketing campaign centred around its role as the Official Healthcare Partner to the National Paralympics Associations in key markets, and its sponsorship of six Para athletes. We put an experiential activation at the centre of the campaign to support the insight that health is as unique as the beat of your heart. However, in society, health is often presented as simply being sick or well. Through an immersive 3D photo gallery, ‘Bupa Picture of Health’ challenged perceptions of the Bupa brand and how people view health. Ahead of the world’s biggest sporting moment in 2024, we partnered with renowned photographer Annie Leibovitz to capture a series of striking portraits showcasing what health means to Bupa’s athletes. We revealed an open-air gallery on London’s Southbank displaying the athlete’s portraits on large plinths, each telling the story behind their meaning of health. Members of the public were able to join the subjects in the gallery and become a physical extension by capturing and uploading their Picture of Health in a photobooth, turning the experience into an interactive showcase of personal health stories.