Helan and FamousGrey capture the essence of taking care in a surreal film

FamousGrey has launched a new campaign for Belgian Health Insurance Helan, centered around the touching theme: "We all take care of someone, but who takes care of us?" At the heart of the campaign is a poetic film that captures the essence of supporting someone, shown in a subtly surreal way.

Helan Health Insurance positions itself as an independent insurance with a holistic approach to well-being, far beyond just covering medical expenses. In a world where self-care is often overlooked, Helan is committed to being there for its clients when they need it most.

The campaign sheds light on the pressing issue of our increasingly hectic lifestyles, which often result in neglecting our own well-being. Lots of people in Belgium work when they are sick (70% go to work despite being ill), postpone consultations (1 in 5 do not go to the dentist annually), and do too few preventive health checks (1 in 7 never undergo a blood test). In those moments, Helan is there with an extensive range of support services such as maternity care, childcare, home care, holiday camps, and even reimbursed sauna visits. All to make your life a little lighter.

Building on this key insight, FamousGrey uses a powerful metaphor, subtly showing how we all support each other in seemingly absurd yet deeply meaningful ways. In those moments of caring for others, Helan's unwavering support is always there.

The film was produced by Czar, directed by Joe Vanhoutteghem with Director of Photography Menno Mans. The campaign will be shown on TV, in cinemas, and online. Along with a 30-second version, online videos and a one-minute version will be screened in all cinemas.

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CREDITS
​Client: Helan Onafhankelijk ziekenfonds
​Client contact: Ariane Collard, Sarah Masschelein, Julie Van Pee

Creative Agency: FamousGrey
​Chief Creative Officer: Peter Ampe
​Creation: John Benois & Kenn Van Lijsebeth

Account Director: Olivia Naudts
​Account Manager: Maxine Heylands
​Strategic planner: Aze Van Coillie
​Performance Marketing: Dieter Michielsen
​Social media manager: Julie Zegers
​Brand designer: Elsa Gervais
​DTP: Franco Scaramuzza
​PR manager: Astrid Jacobs

Head of Production: Myriam Maes
​Agency producers: Bram Busschots, Marie Libouton
​Production: Czar.be
​Director: Joe Vanhoutteghem
​Executive Producer: Eurydice Gysel
​Producer: Lander Engels
​DOP: Menno Mans
​Art Direction: Tanker
​Editor: Manu Van Hove
​Grading: Laurens Orij
​Post Producer: Bieke De Keersmaecker
​Post production: Gilles Desplanque
​Sound: Mathieu Savenay
​Photographer: Louis Veille