Bupa UK scoops Cannes Bronze Lion for digital campaign

04 July 2016


  • Health & Wellness win was announced at Cannes Lions – International Festival of Creativity
  • Bupa UK teamed up with The Futureheads to raise awareness of six new health assessments 
  • Interactive music video of the hit ‘Heartbeat Song’ changes to match the state of the player’s health

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.

Notes to editor

For more information, please contact Bupa Press Office

Tel: +44 (0)207 656 2454 / bupapressoffice@bupa.com


About Bupa

Bupa's purpose is helping people live longer, healthier, happier lives.

With no shareholders, our customers are our focus. We reinvest profits into providing more and better healthcare for the benefit of current and future customers.

We have 15.5 million health insurance customers, provide healthcare to around 14.5 million people in our clinics and hospitals, and look after over 23,300 aged care residents.

We employ over 78,000 people, principally in the UK, Australia, Spain, Poland, Chile, New Zealand, Hong Kong, the USA, Brazil, the Middle East and Ireland, and many more through our associate businesses in Saudi Arabia and India.

Health insurance is around 70% of our business. In a number of countries, we also run clinics, dental centres, hospitals and care homes and villages.

For more information, visit www.bupa.com

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