{"id":539144,"date":"2026-07-08T11:51:13","date_gmt":"2026-07-08T11:51:13","guid":{"rendered":"https:\/\/www.newsbeep.com\/ie\/539144\/"},"modified":"2026-07-08T11:51:13","modified_gmt":"2026-07-08T11:51:13","slug":"leading-ai-health-platform-heidi-collaborates-with-cocogun-on-new-global-brand-campaign-campaign-brief","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ie\/539144\/","title":{"rendered":"Leading AI health platform Heidi collaborates with Cocogun on new global brand campaign \u2013 Campaign Brief"},"content":{"rendered":"

\t\t\t July 7 2026, 8:00 pm | BY Ricki Green | No Comments<\/a><\/p>\n

\t\t\t\t\t \t\t<\/p>\n

\t\t\t\t\t \tHeidi<\/a>, the AI Care Partner used by leading healthcare providers around the world, has today launched a new global brand campaign in collaboration with Cocogun.<\/p>\n

\u00a0<\/p>\n

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\u2019s new brand platform: Relief, on repeat.<\/p>\n

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.<\/p>\n

\t\t\t\t\t \t\t<\/p>\n

Heidi\u2019s new campaign flips the familiar language and tropes of much-maligned American 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.<\/p>\n

Fronted by a Chief Medical Officer with a little swagger and plenty of warmth, the campaign brings humour, relatability and entertainment into a category awash with earnest takes and ultra-sincere clich\u00e9s. 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<\/a> continue using Heidi once they\u2019ve tried it. In a category defined by claims, the campaign captures what making the right choice actually feels like: relief.<\/p>\n

With the film directed by Alex Roberts and stills by Cara O\u2019Dowd, the campaign was a tight collaboration between Cocogun, the Heidi brand team, FINCH and Chee Productions, with US media strategy and buying by TRG.<\/p>\n

\t\t\t\t\t \t\t<\/p>\n

Says Hayley Stafford, Head of Brand, Heidi: \u201cHealthcare 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\u2019t help but take that idea as far as it could go.\u201d<\/p>\n

Says Ant Melder, co-founder and creative partner, Cocogun: \u201cThe Heidi mission is so important. Because better patient care begins with care for every clinician, and the hard-working 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,\u00a0 and waterfalls of worthy.\u201d<\/p>\n

Says Roberts: \u201cHealthcare 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.\u201d<\/p>\n

Says Chris Ferrel, Chief Strategy Officer, TRG: \u201cHeidi and Cocogun built something genuinely distinctive, and distinctiveness only works if enough people see it, repeatedly, over time. Our role is to give this campaign the stage it deserves, reaching clinicians and decision-makers whether they\u2019re choosing today or two years from now. When the creative is this good, media\u2019s job is simply to create the conditions for it to lodge Heidi into memory before the buying moment arrives.\u201d<\/p>\n

The campaign is now live globally, spanning BVOD, YouTube, OOH, radio and digital media.<\/p>\n

\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\"Leading<\/p>\n

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:\u00a0 Lea Chatham
Brand Campaigns Lead: Ariel Sammy<\/p>\n

Creative Agency: Cocogun
Co-founder and Managing Director: Chiquita King
General Manager: Emily Hahn
Co-founder and Creative Partner: Ant Melder
Art Director: Shanice Schiffler
Senior Copywriter: Lewis Clarke
Copywriter: Max Maclean
Brand Director: Mollie Starr
Design Director: Chris Clausen
Senior Producer: Renata Barbosa<\/p>\n

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<\/p>\n

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: \u00a0 McGregor Casting
Casting Director: \u00a0 Stevie Ray
DOP: Max Walter
Production Designer: Brant Fraser
Costume Designer: Janai Anselmi
Edit House: The Editors
Editor: Brendan Jenkins
Colourist: Ben Eagleton
Online: White Chocolate
Online Artist: Chris Grocott<\/p>\n

Photography: Chee Productions
Photographer: Cara O\u2019Dowd
Executive Producer: Tamiko Wafer
Production Assistant: Lucy Banfield
Digi OP: Patrick Mackey
Lighting: Campbell Hinshelwood and Simon Hardy
Stylist: Katherine Gren
Makeup: Shauna Crowley<\/p>\n

Sound Production: Smith & Western
Executive Producer: Dan Higson
Creative Director: Nick West<\/p>\n","protected":false},"excerpt":{"rendered":"July 7 2026, 8:00 pm | BY Ricki Green | No Comments Heidi, the AI Care Partner used…\n","protected":false},"author":2,"featured_media":539145,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[103,397,396,61,60],"class_list":["post-539144","post","type-post","status-publish","format-standard","has-post-thumbnail","category-healthcare","tag-health","tag-health-care","tag-healthcare","tag-ie","tag-ireland"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/539144","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=539144"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/539144\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/539145"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=539144"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=539144"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=539144"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}