Blue California

To reinforce Blue's position as California’s leading healthcare insurance provider, we created "How Do You Blue?"—a 360° pitch campaign for the brand. Built around the strategic idea that there's a Blue plan for every age, stage and lifestyle, the campaign positioned Blue as California's most trusted healthcare choice. Flexible, inclusive, and infinitely expandable, How Do You Blue? Was designed to reach diverse audiences across every touchpoint while reinforcing Blue's promise to be there through every chapter of life.