Rosemary Health by Milk + Honey United - Rosemary Feels Better
"Rosemary Feels Better" is a campaign launched by Rosemary Health, an Australian online healthcare platform. Created by Milk + Honey United, the campaign features a claymation-style band called "Fully Sick" that performs a catchy indie rock song about the ease and benefits of Rosemary Health's services. The campaign aims to shake up the traditionally serious healthcare advertising by making it fun and accessible, while promoting the platform’s services, such as prescriptions, consultations, and wellness products, in a lighthearted, memorable way.
What makes this campaign stand out is its departure from traditional healthcare advertising. Healthcare ads usually feature doctors in white lab coats and clinical settings, but "Rosemary Feels Better" goes the opposite direction. The claymation style evokes childhood nostalgia and positions healthcare as approachable and even enjoyable. The campaign manages to address often-sensitive topics like acne, hair loss, and mental health with humor and creativity, making it accessible to a wide audience.
Core Theme of the Campaign -
The highlight of this campaign is its playful claymation animation and earworm of a song performed by the band "Fully Sick." Rather than focusing on the usual sterile healthcare imagery, the campaign leverages a humorous and creative approach to convey important healthcare services. The quirky, animated band delivers fun lyrics like "Doctors without the waiting rooms, Pills without the eye-popping bills," positioning Rosemary Health as a modern and convenient solution to healthcare needs.
The campaign primarily targets young adults and millennials who are comfortable with technology and prefer digital health solutions over traditional in-person doctor visits. It speaks to people who value convenience, affordability, and quick access to healthcare services, making it particularly appealing to busy professionals, students, and tech-savvy individuals who prefer managing their health online.
Master the Art of High-Impact Campaigns with 2200+ Cases
About the
Campaign -
Catchy and Fun: The campaign features a quirky, animated band called "Fully Sick" singing a fun and catchy song about online healthcare, making it easy for viewers to remember.
Creative Approach: Instead of the usual serious healthcare ads, Rosemary Health uses colorful claymation animation, which brings a fresh and playful vibe to a typically dull category.
Memorable Message: The song cleverly communicates the benefits of using Rosemary Health, with cheeky lyrics like "Doctors without the waiting rooms" and "Pills without the eye-popping bills."
Targeting Millennials: The campaign clearly aims at younger people who prefer doing everything online, from getting prescriptions to consulting doctors.
Breaking Stereotypes: By moving away from conventional healthcare visuals like doctors in lab coats, Rosemary Health positions itself as a modern, innovative, and fun solution for healthcare.
Affordable Healthcare: The ad focuses on the affordability of services, making it attractive to cost-conscious customers.
Visual Appeal: The claymation style adds a charming, handcrafted touch that feels approachable and warm, contrasting with the often cold, clinical healthcare advertising.
Brand Personality: this campaign gives Rosemary Health a unique personality in the market – one that's fun, accessible, and relatable, helping it stand out from competitors.
