"Wink" :30"Health insurance is one of the most disliked industries in the country. Only Kaiser Permanente has succeeded in standing out, with an empowering message and ad spending more than four times higher than any competitor. We helped Blue Shield of California overcome these hurdles with a new strategy that would differentiate the brand and position them ahead of Kaiser in trustworthiness and quality. Our solution was a fully integrated campaign in TV, digital, social and mobile that proclaimed Blue Shield of California as the health plan that's 'for care, not profit.' From any other company this would sound like B.S., but Blue Shield of California is a not-for-profit organization. They limit their profit to two percent and invest the rest back into providing quality care instead of shareholder returns. The creative, built on existing campaign equities, features talking heads with humorous monologues delivered against a white backdrop. Each of the stories is designed to humorously bring to life the positive impact that a 'for care, not profit' mission can have."