Private health insurance can be a pretty divisive subject for Australians. So, when HBF, Western Australia’s largest health fund, tasked us with launching their brand on the East Coast, we knew we’d have to take a different tack. We’d need to show sceptics that this was a health insurer that was different from the rest. One that understands their gripes and is committed to doing things differently.

So, we decided to let one of WA’s most beloved natives, the Quokka, give us a hand and show Australians that private health insurance doesn’t have to be a quokka sh#!.

The campaign has been so successful it won us the business nationally with “Dont Settle for a Quokka Sh*#” currently running across TV, online, social and OOH across the country.

More importantly though, the ads have become some of the most loved in Australia according to the 2024 Mumbrella survey.