bswift
Unexpected Benefits

Positioning, Creative Direction, Video Direction/Production

bswift, an Aetna company, provides cloud-based technology and benefits outsourcing/consulting services for HR organizations. bwsift needed to extend its brand and message beyond its traditional customer base to larger organizations who didn’t know their full capabilities and weren’t considering them. What’s more, bswift sat among a crowded and vocal marketplace. 

Bright side: most competitors’ brands were very dry, clinical and unenthusiastic. For an industry all about human health, wellness and satisfaction, the advertising and marketing was rather lifeless. HR professionals were yearning for something unexpected. 

With fantastical and arresting imagery, the “Unexpected Benefits'“ campaign demonstrated how the everyday business of administering benefits is unexpectedly better with bswift.

Awards:

• ANA B2 Award (Digital Advertising)

• ANA Global ACE Award (Digital Advertising, Video)