Butler, Shine, Stern & Partners’ newest for Blue Shield of CA is out.

 

By Egotist / / With a new tagline, “Never Stop,” Blue Shield of California has launched a new branding campaign from Butler, Shine, Stern & Partners. The ads tackle healthcare for LGBTQ, for those in recovery from addition, depression, aging and more. The ‘Never Stop’ campaign spans all media channels including OOH billboards, direct mail, member communications, a website redesign, and 15, 30 and 60-second videos for both TV. In addition, a digital initiative features banners placed on a hyper-local, zip-code level. “Our objective with this brand initiative is to demonstrate a brand difference that is immediately evident through its messaging and imagery,” said Paul Roberts, Creative Director at BSSP. We shot all the work in black and white, a medium that reveals a tone and feeling and lets you capture the essence – the soul – of the subjects, which is a very different approach for a healthcare company.”

  1. Drew January 27, 2018

    Typo "The ads tackle healthcare for LGBTQ, for those in recovery from addition," should be "addiction" I believe?

  2. Anonymous January 30, 2018

    Zero emotional engagement with any of these spots.