| Title | Bike |
| Title (original language) | Bicicleta |
| Agency | F/Nazca Saatchi & Saatchi Publicidade Ltda. |
| Campaign | Caixes - Unimed Rio |
| Advertiser | Unimed Rio |
| Brand | Unimed Rio |
| Date of First Broadcast/Publication | 2005 / 6 |
| Product | Unimed Rio |
| Business Sector | Insurance |
| Tagline | The best health insurance is living. The second best is Unimed. |
| Story | Bicycle suspended inside of a street display. |
| Story (original language) | Bicicleta suspensa dentro do mobiliário urbano. |
| Philosophy | "We approached issues like: focusing on health and quality of life, being different from the regular categorys communication, expressing values and positive emotions about life and elevating peoples mood, instead of generating increased worries about health. These ads transmit exactly this to the consumer, using an informal communication tone, light and well humored. Another important point is the places were we put the ads, beach boardwalks, the Lagoa Rodrigo de Freitas, presenting a perfect match between the message and the ambience." |
| Philosophy (original language) | "Abordamos pontos como: foco em saúde e qualidade de vida, ser diferente da comunicação da categoria, expressar valores e emoções positivas sobre a vida e elevar o astral das pessoas ao invés de gerar ainda mais preocupação com saúde. Estes mobiliários transmitem exatamente todos estes conceitos para o consumidor, usando um tom de comunicação informal, bem-humorado e alto-astral. Outro item importante, foram os locais de veiculação destes materiais, a orla da praia, a Lagoa, formando um casamento perfeito entre a mensagem apresentada e o ambiente." |
| Problem | To develop the 2005 brand campaign for Unimed, under the positioning The best health insurance is living. The second best is Unimed. |
| Problem (original language) | "Desenvolver a Campanha Institucional de Unimed em 2005, dando continuidade ao posicionamento ""O melhor plano de saúde é viver. O segundo melhor é Unimed""." |
| Media Type | Outdoor/Out of Home |
| Creative Director | Fábio Fernandes |
| Creative Director | Carlos Di Célio |
| Editor | Carlos Di Célio |
| Editor | Alexandre Abu |
| Art Director | Rodrigo Burdman |
| Account Director | Julietta Moteiro |
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