UFS, a health care provider serving rural Victorian communities for over 140 years, has unveiled its first comprehensive rebrand in 17 years. The rebranding effort, designed to modernise UFS's image while preserving its core essence, was developed by The Pangea Agency.

The campaign aims to foster deeper, more emotional connections with customers, moving beyond purely transactional relationships.

The rebranding strategy and creative campaign include a new TVC shot on location at UFS's newest store in Ballarat. The TVC was directed by Olivia Altavilla and produced by The Producers. The campaign will be launched across TV, digital, social media, out-of-home, and cinema in regional Victoria starting on July 7th.

Anthony Moss, Executive Creative Director at Pangea, said, UFS holds a unique position in the market.

"Not just because they’re 140+ years old and a central hub of the communities they serve, but because they’re a member-owned health brand that truly cares about people, not shareholders. So it was important to launch this new brand platform in a way that reflected these priorities. We chose one small but authentic story and the dynamic between the UFS team and the generations of their loyal customers. Thankfully, Olivia was a magician on set, perfectly bringing this script to life with a sometimes challenging hero talent," he said. "And having Luke from The Producers refining the creative throughout was an added bonus that elevated all outputs."

Olivia Altavilla, Director at The Producers, added, "Capturing authentic and relatable moments is the biggest driver for me as a director, so I was thrilled when Pangea came to us with this charming UFS script. I knew we could have a lot of fun with this one, and that finding the right cast was vital. Working with the brilliant Studio P, we found the perfect Mother-Daughter duo, Aurora and Lisa. At only four years old, Aurora is already a little pro."

The rebranding campaign aims to not only refresh the visual identity of UFS but reinforce its commitment to community and personal care.