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Health insurance suffers from a reputation problem—complex, confusing, and irrelevant to younger audiences. While ahm had built success as a fast-growing health insurer, they lacked emotional connection. The category persisted with outdated, optimistic idealised narratives, creating disconnect with messy modern life.
The Simple Bit. We positioned ahm not as a solution that makes life perfect, but as the refreshingly simple element in an otherwise absurd, unexpected and complicated world. By inverting category conventions, we transformed ahm from just another insurance provider into cultural commentators on modern life's absurdities. This strategic rejection of category norms positioned simplicity as ahm's most valuable offering in a chaotic world.
We partnered with New Yorker illustrator Liana Finck to create a distinctive black and white visual identity with simple, hand-drawn illustrations wryly observing modern life's complications. The campaign spanned TV, digital, social and OOH with animator Julian Frost bringing these illustrations to life. The unified visual language stood out dramatically from category norms while maintaining ahm's straightforward communication style.
