Standout features:
- Humorous messaging
- Vibrant, contrasting colors
- Attention-grabbing approach
Lively is a health savings account company whose humorous billboard campaign is courtesy of the Division of Labor creative agency.
The campaign’s primary aim was to raise Lively’s profile among the general public that may largely be unaware of their services. Therefore, a series of billboards were created for brand awareness. They all follow the same concept and layout and offer a glimpse into what Lively’s insurance plans can offer to the user.
The billboards are divided into two halves, left and right. The left half communicates the health issue caused by a certain culprit: “Trauma courtesy of walking in on parents,” “Missing teeth courtesy of hockey puck,” “Stomach issues provided by gas station sushi,” etc.
The right half offers the solution: “Therapy courtesy of Lively HSA,” “Dental implants courtesy of Lively HSA,” “ER visit provided by Lively HSA” and so on.
Although this smart and attention-grabbing messaging is the key to the campaign’s success, the creative agency did not slack when it came to the visual impact as well.
The left half of the billboard is magenta-colored and features an image related to the incident or health hazard. The right half comes in a highly contrasting shade, from mint to light blue, and features the image of the Lively Visa debit card or the medicine.
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