AUCKLAND, Today: TBWA\New Zealand has rolled out the Feel Good Project for Southern Cross, a joint initiative between Southern Cross Health Society and Southern Cross Healthcare, spotlighting real Kiwi health stories and the joy that comes with feeling good again.
Running across TV, cinema, OOH, digital and social, the campaign follows six Southern Cross members through illness, recovery and care, capturing the emotional and physical realities of their journeys.
For many, those journeys included pain, limited movement or lost confidence, sometimes impacting everyday moments, even feeling comfortable enough to be in a family photo.
Instead of centring on illness, the Feel Good Project focuses on what supportive care makes possible, rebuilding confidence, movement and self-belief through deeply personal storytelling.
Each participant shared their story and took on an unexpected challenge, working with professional dancers to perform in the campaign and step confidently from patients into performers.
Shane Bradnick, Chief Creative Officer at TBWA\New Zealand, says the aim was to rethink how health stories are usually told.
“We wanted to celebrate how far these people have come. These are real people who’ve experienced real health adversity, and instead of portraying them through a lens of vulnerability, we wanted to put them centre stage and give them an opportunity to feel powerful, confident and proud of their bodies again. This is about movement, joy and reclaiming your sense of self.”
Set to Tatiana Woods’ Stay Golden, the hero film leans into a simple emotional truth, that with the right support, recovery can bring confidence, capability and joy back into everyday life.
“Health challenges don’t just affect the body, they affect confidence, identity and how people move through the world.” – Regan Savage, Chief Marketing and Sales Officer at Southern Cross Health Society
Regan Savage, Chief Marketing and Sales Officer at Southern Cross Health Society, says the campaign is ultimately a celebration of wellbeing and the importance of genuine care.
“Health challenges don’t just affect the body, they affect confidence, identity and how people move through the world,” says Savage.
“At a time when healthcare can feel complex and overwhelming, we wanted to reflect the real experiences of the people we support and to remind New Zealanders how important it is to feel genuinely cared for.”
For those involved, the project became more than a campaign, offering a chance to reclaim movement, confidence and visibility, while connecting with others facing similar challenges.
The campaign was directed by New York-based duo KingShe, known for music-led work with Olivia Rodrigo and Rihanna.
“Coming from a family of doctors and nurses, we could immediately recognise the exceptional work Southern Cross does, and this campaign felt personal to us.
“Our approach to the filmmaking was led by the joy at the heart of the idea, and in celebration of the people whose stories inspired us,” said KingShe’s,Radha Ganti
The Feel Good Project launches across television, cinema and digital channels from 8 February, as part of Southern Cross’ ongoing commitment to improving the health and wellbeing of New Zealanders.
CREDITS
Client: Southern Cross Health Society and Southern Cross Healthcare
Chief Marketing and Sales Officer, Southern Cross Health Society: Regan Savage
Chief Communications & Brand Officer, Southern Cross: Tony Reid
Chief of Strategy & Partnerships, Southern Cross Healthcare: David Simpson
Head of Sales & Distribution, Southern Cross Health Society: Ryan Koppens
Head of Brand, Marketing, Communications, Southern Cross Healthcare: Louise von Sierakowski
Brand Lead, Southern Cross: Christina Knappik
Content Marketing Manager, Southern Cross Health Society: Frith Wilson-Hughes
Brand & Acquisition Lead, Southern Cross Health Society: Alice van de Wende
Creative Agency: TBWA\ New Zealand
Chief Executive Officer: Catherine Harris
General Manager: Simon Mills
Chief Creative Officer: Shane Bradnick
Creative Director: Ashwin Gopal
Creative Director: Gavin Siakimotu
Lead Integrated Producer: Tabitha Parke-Gailey
Group Business Director: Hariette Hanson
Senior Business Director: Monique Seil
Head of Strategy: Jo Judd
Strategy Director: Haley Hetherington
Senior Designer: Jim Walsh
Studio Manager: Mark Paisey
Head of Production: Jodie Hart
Senior Business Manager: Vinny Cannings
Directors
KingShe
Photographer
Billy Plummer
Production Partners
Revolver
Arc
Franklin Road Sound & Audio
Media
MBM
Production Company: Revolver
Director: King She
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer: Caroline Kruck
Director of Photography: Jeremy Rouse
Post Production Company: Arc Post
HERO TVC
Offline Editor: Lorin Askill
Online Editor: Eugene Richards & Chris Betteridge
Colourist: Matic Prusnik
BTS Members stories
Offline Editor: Liam James + Lissie Geyer
Online Editor: Chris Betteridge
Colourist: Sam Holman
Stills Photography: Sam I Am Management
Photographer: Billy Plummer
Stills Producer: Rich Cole
Audio House: Franklin Rd
Executive Music & Sound Producer: Jonathan Mihaljevich
Sound Design: Shane Taipari
SHORTLIST
Creative Agency: TBWA\ New Zealand
Chief Creative Officer: Shane Bradnick
Creative Director: Ashwin Gopal
Creative Director: Gavin Siakimotu
Lead Integrated Producer: Tabitha Parke-Gailey
Group Business Director: Hariette Hanson
Senior Business Director: Monique Seil
Production Company: Revolver
Director: King She
Managing Director/Co-Owner: Michael Ritchie
Post Production Company: Arc Post
Offline Editor: Lorin Askill
Online Editor: Eugene Richards & Chris Betteridge
Colourist: Matic Prusnik
Audio House: Franklin Rd
Stills Photography: Sam I Am Management
Photographer: Billy Plummer
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