LRXD’s New Campaign Presents Friday as a Novelty: Insurance With Benefits People Ask For


By The Denver Egotist / /

LRXD has created a new campaign designed to present Friday Health Plans as a better insurance option than typical health plans. Friday, which targets individuals and families who buy their own insurance, conducted research to check in with members as it was preparing to expand outside the Colorado market to Texas, New Mexico and Nevada. These insights were translated into unique benefits for customers. The new campaign focuses on that message and how Friday offers affordable insurance plans that actually make sense. 

As with the agency’s previous work for Friday, 15- and 30-second TV spots and radio are humor-based. Ads have fun with the notion that an insurance company would actually listen to — and learn from — its audience. Digital and OOH ads double down on these ideas and push further against the status quo by pointing out the ironies of health insurance and its inability to provide basic benefits at affordable prices. 

Creative Director: Andy Dutlinger
Associate Creative Director: Ashley Rutstein
Art Director: Garrett Deheer
Copywriter: Emma Bryant
Designer: Kristin Clarys
Print Producer: Stephen Hausrath
Production Company & City: Waypoint Films, Boulder, Co
Director: Jonas Mayabb
Producer (Production Co): Nicole Schofield, Jed Mortenson (Waypoint Films)
Director of Photography: Brooke Aitken
Editor: Charlie Brittz
Sound Design Company & City: Coupe Studios
Sound Designer: Greg McRae
Visual Effects Company & City: 180VFX
Visual Effects Editor: Charlie Brittz
Account Service Supervisor: Sandy Hazzard


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