Aetna
Healthy Is Everything
When health becomes the condition for life — not a benefit.
THE PROCESS
THE WORK
Flagship TV spots, brand films, and campaign images focused the idea with restraint, clarity, and humanity. The work didn’t dramatize healthcare, it honored its importance.
THE MEANING
The platform unified internal teams, clarified Aetna’s role in people's lives, and helped win the $50M Aetna account for Ogilvy NY. The idea endured because it was true.
This work reflects BrokenMade thinking before the system was formally defined.