CareFirst
Creative Strategy & Direction for
CareFirst Medicare Advantage 2023 Integrated Marketing Campaign
Strategy
Creative strategy brought to bear on an integrated marketing campaign refresh for 2023, to shape an advertising concept that performed across digital channels, in print and Out-of-home .
Concept
Worked with large creative team consisting of Art Directors, Copywriters and designers to ideate across a wide range of concepts for this campaign. Through iteration and focus, the “Meet the Neighbors” approach was born.
“Meet the Neighbors” Campaign Concept Heroes
The decision to spend most of the advertising budget on print and Out-of-home focused the concept development in the directions below. The look and feel of each ad profiles a Maryland medicare subscriber’s eccentric persona.
Services Provided:
Creative strategy
Advertising Concept Development
Creative Direction