Lively

The majority of people don’t know what health savings accounts are. So it stands to reason that the majority of people don’t know who Lively is, even though they’re a leader in health savings accounts. This campaign is designed to change both those things. If you have a high deductible insurance policy, you should have a health savings account. You put away pre-tax dollars into a health savings account and pay for all your medical stuff with it.

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  • Yes, Division of Labor is one of the top ad agencies in San Francisco and as a creative agency first, we always present multiple creative ideas.

  • Well, there was this one other idea that we really liked. Since most people really don’t know what an HSA is, we had a campaign called, What Is HSA.com The idea was to come up with stupid HSA acronyms put them on billboards and promote them. Things like:

    Houston Salad Alphabetizers - “Don’t you hate it when salads on menus are arranged arbitrarily? Then you should join Houston’s #1 Salad Alphabetizing Club...HSA

    Hysterically Sophomoric Analogies

    Hypothetical Sapling Anniversary

    Horrific Succulent Accident -

    Ham Sandwich Aficionados

    Happy Shouting Adam - 

    High Swedes Acting - 

    Hairy Shelter Animals -

    Holy Surgeon Activity

    Hot Skunk Action -

    Horrible Singing Accountant.

    Hippo Swatting Acrobat -

    Happy Swarthy Actor -

    Hellish Succotash Acidity -

    Horse Sledding Attack -

    Handsome Safety Accessories -

  • This is a great question, I’m so glad we asked ourselves. The people in healthcare do the most important work there is; they keep us alive. But as one of the top advertising agencies in San Francisco, we have to remind them that people watching TV and scrolling their phones are not the ones being treated. The people we’re talking to are just regular folks going about their business and we have to do something engaging, interesting, unconventional if we want them to remember us. But that’s hard to say to a client. So most just ignore it and create mediocre messages that sound like everyone else.