LIVE FEARLESS
In the wake of Obamacare, Blue Cross Blue Shield found themselves in need of a national consumer brand campaign-- the first in their 100 year history.
The category was drowning in soul-crushing, tooth-achingly sweet pablum. Our answer? To give this rusty old icon some grit, some guts and some heart.
Over nine years, we took the Live Fearless campaign into nearly every consumer touchpoint, as well as throughout the entire organization. This here is just a taste of what we created. Enjoy.