Bupa UK have been awarded a Bronze Lion in the Health and Wellness category at the 2016 Cannes Lions for its ‘Body as a Band’ campaign. Together with WCRS, Bupa UK developed a one-of-a-kind interactive music video, starring The Futureheads, that shows people how their bodies are performing and aims to raise awareness of the brand’s new health assessments.
An online quiz allows the British public to create a unique, personalised version of the band’s ‘Heartbeat Song’. Each of band members represents a part of the body – the guitarist is the liver, the drummer the heart, the bassist the bones and the lead singer the lungs. Participants just need to answer four health related questions and their responses will impact the band’s performance in a variety of unexpected ways; cue guitars turning into dogs, explosions and collapsing drum kits.
Directed by award-winning director Rob Brandon, the music video aims to raise awareness of how different lifestyles can affect health and wellbeing. The result is a fun music video full of exciting and unusual antics. To create the video, Bupa UK and WCRS shot 54 different clips and created 175 individual permutations.
The pairing followed new research which revealed that most Brits are unaware about what’s actually happening inside their bodies. A recent survey, conducted by Bupa UK, found that nearly two-thirds (63%) of the nation don’t know the basic functions of their kidneys, while more than two in five (44%) don’t know the basic functions of their lungs.
Angelene Woodland, Director of Consumer, Bupa UK said: “We’re exceptionally proud to have won this award. The campaign highlights our new range of health assessments, which are all about building a detailed picture of your current health, with guidance on how to move it in the right direction for the future. Working with WCRS and The Futureheads to emphasise the importance of taking stock of your health and wellbeing in a fun and innovative way has been fantastic – and it’s been great seeing the public get involved and creating their very own body as a band videos.”
Test your body’s own performance here: www.bupa.co.uk/bodyasaband
About Bupa UK’s new health assessments:
As part of the new health assessments Bupa UK’s trained team gives personalised, practical lifestyle advice to help prevent future health issues and this includes ongoing support. The range of six health assessments can give a detailed picture of where a person’s health is at currently, with guidance on how to move it in the right direction for the future.