Bonitas Medical Fund pride themselves on being single minded and focussed when it comes to medical aid. They focus exclusively on medical aid, and medical aid only. In order to illustrate the benefit of consistent focus for their 2015 brand campaign we used the metaphor of a high diver. The focus and dedication that goes into perfecting and fine-tuning a single move is tantamount to the dedicated focus that Bonitas practice daily. The idea of single-minded focus is not only central to the subject matter, but also the pared down art direction, the subtle symmetry right through to the choice of voice and the music.

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