Effies
Australia
Medibank Family Roast
Agency
Colenso BBDO
Client
Medibank
Awards
Finalist
Insight & Strategic Thinking - Campaigns $5-20 Million
Finalist
Innovative Marketing Strategy
Case Study
Summary
In October 2022, Medibank became the most high-profile victim of cybercrime in Australian corporate history. Trust evaporated. The brand couldn't advertise its way back. So instead of making promises, Medibank took action. Family Roast transformed a mental health tool into a card game, giving Australian families a practical way to talk before problems become crises. Backed by genuine investment and distributed at national scale, it reached over 800,000 players, rebuilt brand reputation to a five-year high, and proved health marketing can actually improve health.
Case study
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Credits
| Simon Vicars | Chief Creative Officer | Colenso BBDO |
| Rob Campbell | Chief Strategy Officer & Strategy Director | Colenso BBDO |
| Angela Watson | Chief Executive Officer | Colenso BBDO |
| Adam Thompson | Creative Director | Colenso BBDO |
| Ben Carroll | Senior Art Director | Colenso BBDO |
| Mitchell Crowe | Senior Copywriter | Colenso BBDO |
| Stella Wilson | Lead Designer | Colenso BBDO |
| Tom Hennah | Copywriter | Colenso BBDO |
| James Tucker | Planner & Strategist | Colenso BBDO |
| Natalie Downes | Managing Partner | Colenso BBDO |
| Christine Mata | Business Director | Colenso BBDO |
| Alex Maindonald | Project Director | Colenso BBDO |
| Nisa Solipo | Account Manager | Colenso BBDO |
| Charlotte Glennon | General Manager – Creative Operations & Production | Colenso BBDO |
| Michelle Wade | Integrated Producer | Colenso BBDO |
| Tennille Barnes | Head of Digital Design, Creative Tech and Innovation | Colenso BBDO |
| Amanda Theobald | Senior Digital Producer | Colenso BBDO |
| Kyle Wetton | Digital Developer | Colenso BBDO |
| Hannah Morrison | Senior UX Designer | Colenso BBDO |
| Flora Zhou | UI Designer | Colenso BBDO |
| Reks Kok | Retoucher | Colenso BBDO |
| Tias Somers | Mac Operator | Colenso BBDO |
| Arkadi Kractchouk | Animation Director | Colenso BBDO |
| Lauren Fry | Marketing Squad Lead – Brand & CX | Medibank |
| Kelly MacLean | Head of Brand Experience & Creative Experience Hub | Medibank |
| Bec Gehrig | Brand Campaign Specialist | Medibank |
| Andrew McLean | Executive Producer | Good Oil |
| Dave Wood | Director | Good Oil |
| Rob Marsh | DOP | Good Oil |
| Craig Matshchuka | Sound Design | Liquid Studios |