Partenamut cultivates its collaboration with Air.

And it's kicking off with a new campaign that invites its members to cultivate their health. There are no more 7-day fitness programmes or "how to achieve fulfilment in 20 days". Partenamut is now offering a personalised programme for taking care of yourself in 32,872 days - that's just about every day. The campaign is available on TV, radio and digital.

Partenamut - Le programme bien être en 32.872 jours.

The campaign makes fun of the typical 'coach' videos that can be found on social networks and highlights a prevention platform developed by Partenamut that helps customers to evaluate their mental health.

Since the beginning of their partnership in 2020, following a pitch won during COVID - with a first campaign entirely created and produced remotely - Air has worked closely with Partenamut to develop a solid communication strategy aimed at taking the mutual insurance company beyond a simple reimbursement organization to a partner in the daily health of Belgians. With this platform, Partenamut is demonstrating this once again.

“We are extremely proud to continue our collaboration with Partenamut,” said Arnaud Bailly, Creative Director and Managing Partner at Air. “It is a brand and an institution that is in total alignment with our values. It is a company that places humans and well-being at the center of all its decisions."

For its part, Partenamut is delighted with the continuation of the partnership with Air.

“Over the past four years, Air has demonstrated its commitment to our vision and its ability to translate that vision into creative campaigns that have truly touched our target audience,” commented Annissa Tamines, Marketing Director at Partenamut. “We are convinced that this renewed collaboration will allow us to continue to innovate and strengthen our positioning in the French-speaking Belgian health market.”

Led by the agency Air, the SOME and digital part will be produced by Publicis Groupe.