Blue Cross Always in Your Corner: A Subtle Campaign Highlighting Everyday Struggles
Director Sune Sorensen and the Copacino Fujikado agency from Seattle have teamed up to bring us a uniquely tempered and subtle campaign titled “Always in Your Corner.” This campaign highlights the everyday trials people face and underscores Blue Cross’s commitment to being there for its customers during challenging times.
Real Stories, Real Support
The campaign features two relatable stories that resonate with viewers on a personal level. In the first story, we meet David, who is struggling with his work-life balance during a difficult period. In the second story, we are introduced to Casey and Laura, a couple who have just had a baby and are coping with limited sleep and energy. These stories are told without dramatic climaxes, instead focusing on the quiet, real moments of perseverance and support.
A Movie-Like Approach
Director Sune Sorensen was drawn to the subtlety of the campaign: “The spots feel more like scenes out of a movie, which is refreshing amid the highly saturated and attention-grabbing approaches we’ve grown accustomed to.” This approach was embraced by the entire team, including Vince and Andrew from Copacino Fujikado, as well as the client, Blue Cross.
Sorensen approached the campaign with the same meticulous care he would a film, paying close attention to casting, art direction, lighting, and sound design. The goal was to create authentic stories that would resonate deeply with viewers. “Sometimes, standing out is about not shouting the loudest,” Sorensen notes.
A Thoughtful Production
The production was shot in Vancouver, Canada, with a cast from Los Angeles. The team aimed to achieve just the right balance in performance and delivery to leave some of the backstories up to viewers’ interpretation. This careful consideration helped ensure that the campaign maintained its integrity and subtlety.
Sorensen collaborated with Cinematographer Rasmus Heise, known for his work on “The Outsider,” “Hand of God,” and “Welcome to Derry.” Their previous collaborations have resulted in multiple award-winning projects, and their expertise shines through in this campaign as well.
A Promising Partnership
The collaboration between Copacino Fujikado and Sune Sorensen marks their first, but both parties are eager to continue working together. “It’s wonderful when a brand and agency dare to tell stories with this level of integrity. I am absolutely looking forward to our future partnership, which I’m sure will only grow stronger,” Sorensen says.
Campaign Impact
The “Always in Your Corner” campaign aims to reinforce Blue Cross’s position as a trusted, supportive presence in the lives of its customers. By focusing on real-life challenges and the quiet strength it takes to overcome them, Blue Cross effectively communicates its commitment to being a reliable and compassionate health insurance provider.
This campaign was published in the United States in May 2024 and was created for Blue Cross by the ad agency Copacino Fujikado. It is part of the Film medium campaign and is related to the Insurance industry, featuring two compelling media assets.
Conclusion
The “Always in Your Corner” campaign by Blue Cross stands out for its subtle yet powerful storytelling. Through real-life scenarios and a movie-like approach, the campaign effectively highlights the brand’s commitment to supporting its customers through life’s everyday challenges. This collaboration between Copacino Fujikado and Sune Sorensen sets a high standard for future projects, promising continued impactful and heartfelt storytelling.
