Bupa had a challenge for us.
“We have this DM pack that just can’t be beaten in terms of response.” they said, “Fancy having a go at that as your challenge to get into us as a brand?”
“Ohhhh, a put your money where you mouth is brief? – love it!’ we said.
Since then Bupa have gone through a few re-brands. Oddly enough our answer to that challenge, not only smashed the response of the banker creative, but has never been allowed to be included in any re-brand or altered in any way. Just in case the magic stops.