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Medicines New Zealand

Video, Design

OCULAR created the Dare to be Average campaign to raise awareness of New Zealand’s poor ranking in medicine access compared with other OECD countries.

We developed a bold, attention-grabbing campaign brand designed to cut through public apathy and spark discussion. At its centre was Bill the Pill, a chirpy yet overworked mascot who personified New Zealand’s struggle to keep up with other nations. Bill helped turn an abstract policy issue into something tangible and relatable for everyday New Zealanders.

To bring the story to life, we produced an animated explainer video that framed medicine access as a national competition, using sports metaphors to show how New Zealand is struggling to compete internationally. We also created a series of man-on-the-street vox pops to capture public perceptions of medicine access and reveal how these differ from the reality of the situation.

Together, the animation, interviews, and a bold visual identity transformed a complex healthcare issue into an engaging, shareable campaign that encouraged Kiwis to join the conversation.

Watch Bill the Pill

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