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Highmark Inc., the US’s fourth largest Blue Cross Blue Shield-affiliated health insurance provider, is launching a new campaign inspired by one of the 20th Century's most famous authors.

The campaign was motivated by the popular urban legend from renowned author Ernest Hemingway, when he bet a group of writers he could pen a novel in six words. He then created the narrative, “For sale: baby shoes, never worn” and collected his winnings.

The work introduces Highmark’s ‘Right Fit Guarantee,’ assuring members and prospective members the company will help them find the right Medicare plan tailored to their unique lives and needs.

Agency Partners + Napier brought the campaign to life through 60- and 30-second television spots, as well as pre-roll, print, freestanding inserts and more. Some of the six-word stories featured are: “Learned how less could be more,” featuring a retired couple sitting by a campfire outside their RV, relishing the night sky; “Went big. Fell hard. Got up,” showcasing a successful food truck chef who has found his second career; and “Ringleader of my very own circus,” depicting a grandmother baking up a storm, with grandkids adding to the fun.


Agency: Partners + Napier

Executive Creative Director: Michael Baron

Group Account Director: Kelly Chapman

Associate Creative Director, Copywriter: PJ Galgay

Associate Creative Director, Art Director: Jeff Hopper

Senior Copywriter: VJ Ortiz

Director of Strategic Planning: Stephanie Bane

Account Executive: Julia Benson

Editorial Service Manager: Erin Dwyer

Producer: Nikki Howze


Michael McCourt

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