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GENERAL MOTORS CORPORATE

PROJECT INFO

Client: General Motors

Category: Creative Design

PROVOCATIVE THINKING

General Motors has partnered with The Henry Ford Health Care Systems to develop an affordable health care option that that offered hight quality medical care with low premiums AND low deductibles.

Connected Care Concept #1
The provocative approach
Medical procedures can be uncomfortable
and sometimes flat out scary.

But the one thing that should comfort you,
is the knowledge that you have a great doctor AND the best healthcare coverage.

This fear-based campaign will surely stop you in your tracks with cringe-worthy and uncomfortable scenarios with an underlining statement that Connected Care
can make you more comfortable.

The new CC logo icon is also used to "censor" the image to make you a more comfortable.

Connected Care Concept #2
"True Stories"

Switching healthcare providers
is never an easy decision.
A low premium and low deductible
also sounds too good to be true.
This campaign will tap into existing program members to tell their medical success stories,
because true stories hold more convincing power, than a clever headline. We used actual employee badges for added authenticity.

(GM bought this concept for the launch)

BRAND BOOK

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