• Situation

To support the launch of the Medibank Brand campaign, ‘You’re only Human’, we created a print ad in pure gibberish that readers could decode without breaking a sweat and help them realise their incredible potential.

• Brief

Show Australians their health is worth protecting by showing them how incredible they are.

• Objectives

Help Australians to see the value of their health insurance by reframing how they perceive it.

The concept has a powerful ‘aha’ moment when the reader discovers they can read something that at first glance didn’t seem possible. Helping to reframe how health is an enabler of their potential.

• Reach

The print ad ran in the Medibank Live Better magazine with a circulation of 20,000.