Minnesota Nice

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THE CLIENT: Medica
THE AGENCY: Level Brand
THE SELL: Give Medica a leadership position in the market
THE TEAM: Copywriter Johnny Mackin, art director Patrick Clifford, photographer David McLain, and director/producer Jerome Thelia
SEE IT: Local TV

Level’s early campaigns for Medica, the gigantic health insurer, relied on an advertising message that focused on comparing products and services. Snooze. “We had an opportunity to claim Minnesota as our territory,” says Level CEO John Foley. “We wanted to appeal to our shared set of values.” Foley hired National Geographic photojournalist David McLain to capture authentic Minnesotans (not models) laughing, biking, and playing with their children around two community landmarks—the Lake Harriet Bandshell and the Scott County Fair in late July. Using computer imaging technology, McLain’s stills were incorporated into a slick television campaign that speaks to our desire for that photogenic Minnesota quality of life, culminating in Medica’s warm and fuzzy new tag line: “When we help each other, everyone benefits.”