Brand identity and integrated campaign — print, TV, and outdoor — to launch Simplyhealth’s bold new position in the UK private healthcare market.
Simplyhealth had a new positioning: We can be bothered. A direct, human challenger to the cold language of the private healthcare sector. The brief was to build a brand world capable of carrying that promise across every touchpoint — from a national print campaign to broadcast TV commercials to outdoor. The campaign launched to a customer base that would grow to 4 million.
Welcome to wellness
The brand world was built outward from Simplyhealth’s pinwheel logo — taking its multicoloured energy and expanding it into a complete visual language. A cast of flat illustrated characters moved through sweeping pastoral landscapes, turning abstract ideas about health and wellbeing into warm, human stories. The approach gave the campaign a distinctive personality in a category that had been dominated by sterile photography and clinical language — and gave Simplyhealth a flexible storytelling platform that could flex across print, broadcast, and out-of-home.
TV commercials
The print campaign established the brand world; the TV commercials brought it into motion. Directing several spots for broadcast, each film followed the same structural logic: open in a grey, anxious real world, then — as Simplyhealth intervened — watch it dissolve into full colour. The transition from monochrome anxiety to vivid illustrated landscape was the visual argument for the brand: Simplyhealth doesn’t just treat illness, it changes how life feels.
Billboard campaign
The outdoor campaign translated the brand world to street scale — adapting the illustrated characters and landscapes to work at billboard format across the UK. The billboard copy extended the campaign’s playful tone, with the animated animal characters carrying protest-style signs that rearranged to spell out Simplyhealth’s message. In a category where outdoor advertising typically defaulted to reassuring stock photography, the illustrated billboards were impossible to miss.
