Partenamut cultivates its collaboration with Air. 

Partenamut chose to continue with Air for its brand communication. After 4 years of collaboration, Belgium’s largest mutual insurance company re-signs with its agency to continue the adventure. A pitch against 5 agencies led to a confirmation of the collaboration with the agency 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.

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.




Client : Partenamut

Contacts : Hela Askri, Justine Finet, Annissa Tamines

Agency : Air ​ ​ 

Creative Director : Creative Council

Creatives : Marie Paris, Edouard Coune, Arnaud Bailly, Bruno Giunta

Strategic Director : Michelle Defooz ​ ​ ​ 

Client Manager : Georgia Vandenberghen, Eva Closset ​ 

Craft Producer : Fiona Chevalier, Bérengère Lurquin ​ ​ ​ 

Film Production : Wenneker, Unknown Collective

Sound Production : Raygun, La Vita e Media

Director : ​ Hyun Lories, Louis Vielle

Photography Production ​ : Crush

Photographer : Merlin Meuris


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About air brussels - partner of McCann

Air is the leading independent agency in Belgium, an exclusive partner of McCann Group. Strategic, creative irrespective of the communication channel and results focused, Air intends to give meaning to the lives of brands, their users and its employees. 

Air is committed to being a source of inspiration with a view to a more sustainable world, and an action driver for its employees, clients and partners. On the strength of this commitment, the agency has begun a B Corp certification process. It is already a ‘zero carbon’ company in terms of its own emissions and is able to neutralize the emissions of its clients’ campaign productions, through its proprietary algorithm.


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