Rafael Hanuman

Unimed is a large healthcare network in Brazil. It has its own hospitals and agreements with practically all public and private hospitals.

In 2007, they wanted a campaign with an ecological theme. However, medical procedures cannot really be ecological.

I was working in an agency in the city of Blumenau, in the state of Santa Catarina, called TAG.

There, I proposed this concept, which was later replicated throughout Brazil: Living well is living consciously.

What does this have to do with ecology? Nothing. But it had a connection with nature.

Later, they tried to continue with something that didn't work...

They said: The best health plan is living well. The second one is Unimed.

It was a terrible concept. It didn't work.

Now, do you know what this “living consciously” concept I proposed actually means?

I was in love with a Hare Krishna girl, a young woman from the ISKCON movement.

That is, International Society for Krishna Consciousness, which I pushed onto everyone.

And I made the Storyboards, which was how we, in advertising, approved a campaign before the conveniences we have today.

After that, I went through a crisis of conscience, a creative block, and never worked again to promote something I didn't believe in.

I had these crises of conscience many times. But after exactly this campaign, I never promoted a bad product as if it were good again.

Here is one of the storyboards, showing how a prototype billboard looked, with the Unimed logo made of little trees.

For the time we were in, with the equipment we had, the difficulty of the concept...

And for the client, who doesn't exactly rely on advertising to profit, it turned out pretty well.