| The Brief |
Blue Cross asked 5S to build its brand awareness in Ontario, a market where the brand was speaking up for the first time. The mandate: show that Blue Cross takes care of every emergency travelers might face abroad, so all they have to do is enjoy their trip.
Our challenge: position Blue Cross as a pragmatic, calm and expert brand in time of crisis.
| The Content |
5S designed and produced two 30 seconds spots and an out-of-home campaign, including streetcar wraps, created specifically for Ontario audiences. Driven by the tagline “Boring stories, better coverage”, the campaign flips the disaster narrative: since Blue Cross handles everything, your worst travel memory turns into a boring story.
Rolled out on TV, digital and out-of-home, the campaign establishes Blue Cross as every traveller’s go-to for peace of mind.
| The secret sauce |
To make the brand more memorable, 5S also licensed “Blue (Da Ba Dee)” by Eiffel 65, transforming a global hit into a distinctive sound signature for the brand.
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