Savannah 27
The Brief
Bupa commissioned us to create the identity, strategic framework, and roll-out campaign for their new three-year ‘Savannah Strategy.’ As the successor to their previous elephant-themed strategy, this new phase needed to feel like a natural evolution — one that acknowledged the achievements of the past while confidently setting the stage for what comes next.
The creative brief called for something vibrant, fresh, and forward-looking, yet still rooted in the same illustrative visual style that had become a hallmark of the brand’s internal storytelling.
The new identity needed to inspire and engage Bupa’s people globally — serving as the creative foundation for all communications, activations, and leadership materials over the next three years.
Our Approach
We delivered an end-to-end campaign built around a vibrant, illustration-led identity featuring a cast of Savannah animals — all led, of course, by the iconic Bupa elephant.
Our goal was to bring the new strategy to life in a way that felt playful, human, and inspiring, while ensuring every element was aligned to the overarching strategic framework.
The campaign spanned a wide range of touchpoints — from interactive storytelling and animations to bespoke illustrations, augmented reality experiences, gamification, and immersive office branding. Everything culminated in a dynamic leadership launch event, designed to introduce the Savannah Strategy and energise teams across Bupa’s global network.
