Source: Cocogun
Heidi, the AI care partner used by leading healthcare providers worldwide, has launched a new brand campaign with Cocogun and TRG designed to bring “a sense of relief” to clinicians working across U.S. healthcare systems. The effort brings together independent Australia-based creative firm Cocogun and media agency TRG to spotlight how AI can help ease the pressures facing healthcare professionals.
Heidi handles the work that surrounds care so clinicians can shift the focus to the human in the room. Co-founded in Australia by Dr Thomas Kelly, the brand is built on a deep understanding of what healthcare systems actually demand of the people inside them. That understanding is what shaped Heidi’s new brand platform: Relief, on repeat.
The key challenge for the campaign is to drive awareness and build brand affinity in the crowded US market, and beyond. This called for a distinctive approach, leaning away from healthcare category stereotypes towards creative that earns attention.
Heidi’s new campaign flips the familiar language and tropes of much-maligned Big Pharma advertising, into something optimistic: a dose of Heidi may result in clearer heads, calmer days, and more present care. And, ultimately, a sense of relief for clinicians and the leaders of healthcare systems across the US.
Fronted by a Chief Medical Officer with a little swagger and plenty of warmth, the campaign brings humor, relatability and entertainment into a category awash with earnest takes and ultra-sincere clichés. It is also a deliberate response to the moment. The pressure to adopt AI is coming from every direction, from boards and leadership mandates to clinicians already driving uptake. Ninety-eight percent of clinicians continue using Heidi once they’ve tried it. In a category defined by claims, the campaign captures what making the right choice actually feels like: relief.
With the film directed by Alex Roberts – represented in North America by Hungryman – and stills by Cara O’Dowd, the campaign was a tight collaboration between Cocogun, the Heidi brand team, and FINCH and Chee Productions, with media strategy and buying by TRG.
Heidi Head of Brand Hayley Stafford said: “Healthcare advertising has developed a clinical detachment of its own. The irony is that clinicians deal with the full weight of human experience every day, and yet the brands serving them default to functional and one-note messaging. We wanted to make something that treated clinicians like the whole, complex, occasionally exhausted humans they actually are. Relief starts small. But it compounds. We couldn’t help but take that idea as far as it could go.”
Cocogun co-founder and creative partner Ant Melder said: “The Heidi mission is so important. Because better patient care begins with care for every clinician, and the hardworking people who support them. So it was a joy to bring a relatable smile to the theme, in a way that cuts through the sea of sameness, tidal waves of triteness, and waterfalls of worthy.”
Director Alex Roberts said: “Healthcare advertising is not traditionally where you go to have a good time, so this one caught me off guard in the best way. There were real challenges to crack, but our crew and cast were incredible, and Heidi and the Cocogun team were such natural collaborators that it never felt like hard work. Really proud of what we made together.”
“Heidi and Cocogun built something genuinely distinctive, and distinctiveness only works if enough people see it, repeatedly, over time,” says TRG Chief Strategy Officer Chris Ferrel. “Our role is to give this campaign the stage it deserves, reaching clinicians and decision-makers whether they’re choosing today or two years from now. When the creative is this good, media’s job is simply to create the conditions for it to lodge Heidi into memory before the buying moment arrives.”
The campaign is now live globally, spanning CTV, YouTube, OOH, radio, and digital media.
CREDITS
Client: Heidi
CEO and Co-Founder: Dr Thomas Kelly
President, North America: Jessie Young
Head of Brand: Hayley Stafford
Head of Production: Bruno Bolla
Senior Brand Writer: Max Becker
Director of Enterprise Marketing, North America: Lea Chatham
Brand Campaigns Lead: Ariel Sammy
Media Agency: TRG
Chief Strategy Officer: Chris Ferrel
Brand Management Principal: Monik Ladha
Communications Strategy Associate Director: Feba Varghese
Communications Senior Strategist: Taylor Thorpe
Investment Strategy Managing Director, Partners: Carla Behlen
Investment Strategy Group Director, Partners: Keri Weber
Film Production: FINCH
Production: FINCH
Director: Alex Roberts
CEO/Executive Producer: Rob Galluzzo
Managing Director/Executive Producer: Corey Esse
Executive Producer: Martin Box
Producer: Marge McInnes
Casting: McGregor Casting
Casting Director: Stevie Ray
DOP: Max Walter
Production Designer: Brant Fraser
Costume Designer: Janai Anselmi
Edit House: The Editors
Editor: Brendan Jenkins
Colorist: Ben Eagleton
Online: White Chocolate
Online Artist: Chris Grocott
Photography: Chee Productions
Photographer: Cara O’Dowd
Executive Producer: Tamiko Wafer
Production Assistant: Lucy Banfield
Digi OP: Patrick Mackey
Lighting: Campbell Hinshelwood and Simon Hardy
Stylist: Katherine Gren
Makeup: Shauna Crowley
Sound Production: Smith & Western
Executive Producer: Dan Higson
Creative Director: Nick West
