One Thing, Many Ways | Blue Cross and Blue Shield of Alabama

Evolving “The One Thing” to “One Thing, Many Ways”

After 2023’s successful “The One Thing” campaign, the client was eager to continue building brand recognition through an evolved messaging approach. In the previous campaign, we encouraged people to start by adding one new healthy habit to their routine. In this campaign, we show that there’s no correct way to start your health journey; whatever you want to do – add more cardio to your routine, change your diet, etc. – there are many ways to approach it, and it can look different for everyone. Each :30 spot targets a different key audience (Under 65, Over 65, and Business Decision Makers), and each features three people or groups of people all working toward the same health goal in different ways.

Cardio :30

In the Under 65 spot, we meet a new mom, an athletic neighbor, and a dad playing with his daughter, all doing their own version of cardio.

Vitamins :30

In our spot aimed at business decision makers (the people who choose group health insurance plans for their employees), we meet three warehouse workers all finding unique ways to get more vitamins while on the job.

Staying Active :30

In the Over 65 spot, we come across hikers, campers, and a bird watcher each finding ways to stay active at any age.

My role: Associate Creative Director, Copywriter
Executive Creative Director: Stephanie Naman
Creative Director: Andy Minisman
TV Spot Directors: Ben/Dave
Production Company: Community Films
Editor: Jeff Jay, Hero Post
Agency Producer: Danica Walker
Strategist: Zachary Carpenter