With recent federal legislation expanding Health Savings Account (HSA) eligibility to ACA Bronze and Catastrophic plans, HSA Bank saw an opportunity to change how people think about healthcare costs.

Our Take Care of It campaign uses humor to highlight the irrational trade-offs people make when fear of medical bills outweighs concern for their health. Through culturally grounded, human moments—like refusing an ambulance or losing sleep over the cost of care—the campaign reframes HSAs as a practical, empowering way to manage healthcare expenses and plan for the future.

Launched nationally across digital, audio, social, and display, Take Care of It helps people understand that caring for their health doesn’t have to come at the expense of their financial well-being.

CREDITS:
Client: HSA Bank
CMO: Stephanie Meyer
Managing Dir., Marketing: Jennifer Dean
Manager Marketing Ops: Ariel Denu

Agency: Monigle
Executive Creative Director: Sean Coleman
Senior Creative Director / Writer: Jeff Strahl
Assoc. Creative Director / Copy: Marly Beste
Account Director: Kate Duca
Account Executive: Andy Borgione

Production Company: Lumenati
Director: Evan Swinehart
ECD: Alex Dean Rodriguez
Exec. Producer: Cameron Grimes
Producer: Sarah White
DP: Robert Muratore
1st AD: Andrew Benson
1st AC: Kevin Andrews
2nd AC: Jonny Vu
DIT: Tim Hardy
Gaffer: Tyler Kaschke
Key Grip: JP Montoulieu
Best Boy Grip: Ted Goble
Best Boy Electric: Phil Abrams
Swing: Doug Hrdlicka
Audio Mixer: Lincoln Terhark
Photographer: Willie Petersen
Stills Assist: Zeke Bogusky
Digitech: Cam Parsons
Art Director: Pam Chavez
Prop Master: Justin Morse
Prop Builder: Pierre Beauchamp
Props Assist: J. Scott Wallace
Art Assist: Jean Beauchamp
Art PA: Will Petersen
Wardrobe: Jenny Milne-Wright
Wardrobe Assist: Serena Polkowitz
HMU: Becky Donnelly
Location Scout / Manager: Jeff Petersen
Location Scout: Maureen Oakley McCauley
Prod. Coordinator: Joey Simmons
Prod. Assistant: Gaby Bustillo
Prod. Assistant: Alec Chramosta
Prod. Assistant: Adrian Flores
Casting: Aura Casting
Talent - Biker Steve: Billy McCormac (Donna Baldwin Agency)
Talent - Darrell: Orion Carrington (Big Fish Talent)
Senior Post Producer: Allie Meikle
Post Producer: Erin BonSalle
Editor: Ricky Baylis

Color: Pinto Pictures

Audio Post: Coupe Studios
Voiceover Talent: John Henry