Anthem Annual Enrollment Period
- kylerpet
- Jun 25, 2022
- 1 min read
Assignment: Apply a fresh framing to a traditional 60-second direct-response TV spot while still explicitly mentioning all the benefits of an Anthem Medicare plan. This would be paired with a modernized design of Anthem's past DRTV graphics.
Approach: I noticed that many of Anthem's RTBs could be reframed using "zero" as the foundational idea. For example, "access to gym memberships and exercise classes" could be expressed as "zero reasons not to take that yoga class." Sadly, several of these more interesting zero phrasings were cut due to the client's legal policies. The finalized spot is scheduled for release in October 2022.