Client
Aetna

Agency
Ogilvy

Director
Brian Collins & David Korchin

Role
Designer

Photographer
Benoit Paillé

Aetna lanuched The New Healthy to reposition themselves amid the vast overhaul of the healthcare industry.

The campaign was heavily driven by bold messaging and intimite portait photography.

We created a system of bright colors and strong typography that helped bring the portrait photography to life throughout various communications.

We extended the system to multiple OOH applications to help the campaign messaging break through what had come to be expected from healthcare brands.

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