In a break from traditional healthcare marketing, independent creative company Milk + Honey United unveiled a fresh and tacky integrated brand campaign for Rosemary Health.
Rosemary Health is a doctor-founded digital health and pharmacy service that is disrupting the healthcare system by combining convenience and care. Rosemary Health is pioneering a new form of personalized healthcare by connecting patients with their healthcare team, including doctors, nurses and pharmacists, wherever they are, according to their own terms.
Instead of typical healthcare marketing featuring doctors in white coats, Sydney-based Milk + Honey United broke the mold and rebranded Rosemary from the ground up with a distinctive campaign and joyous claymation style that includes movies, digital, website, social and out of home.
The centerpiece of the campaign is a series of high-energy movies starring an adorably ramshackle animated group called “Fully Sick.” Version:90 features the band playing a catchy indie rock track with cheeky lyrics describing the benefits of online care (“Doctors without the waiting rooms”, “Pills without the mind-blowing bills”, “Repeat the prescriptions from our pharmacists unless you need an exorcist”), ending with the catchphrase from the chorus of the song “Rosemary Feels Better”.
Outdoor performances use the same humorous characters with witty lines, including “Sit on the toilet, not in traffic” to illustrate the convenience of door-to-door service.
“Milk + Honey United has been a great strategic and creative partner for our exciting new branding,” said Romain Bonjean, CEO and co-founder of Rosemary. “Their impact on our business was felt from day one and their experience and collaborative style resulted in a brand campaign that will set us up for success, now and in the long term.”
“Too often the health industry leaves people feeling worse for their interaction with it, not better,” said Steve Jackson, co-founder of Milk + Honey United. “By removing pain points, Rosemary has made healthcare a healthier, happier experience. From the song to the characters, we wanted to reflect that by creating a campaign that makes you feel better every time you interact with it.
Milk + Honey United co-founder Andy DiLallo added, “It’s been a privilege to build this brand from the ground up and help define a new category so ripe for disruption.
“With a strong background in launching brands, finding a unique place for Rosemary in the market was right in our sweet spot,” said Hazelle Klønhammer, Managing Director of Milk + Honey United. “The most compelling brands aim to resolve a tension.
The healthcare system is in dire need of an overhaul. It prepares us to fight against it by not accepting the status quo, but instead leading the fight for another way forward.
Client: Rosemary Health, Sydney
Agency: Milk + Honey United, Sydney
Production/Animation: Cirkus, New Zealand
Music and Sound: Squeak E. Clean Studios
Media agency: Wavemaker & Webprofits