{ "title": "air and Partenamut maintain their balance.", "modified_at": "2026-11-04 15:20:19", "published_at": "2026-09-21 15:30:00", "url": "https://press.air.be/air-and-partenamut-maintain-their-balance", "short_url": "http://prez.ly/CPoe", "culture": "en", "language": "EN", "subtitle": "Becoming a parent, suffering from burnout, becoming a carer\u2026 There are moments in life when\u2026 everything changes. At times like these, Partenamut is there for you. This is the message of the latest campaign from Partenamut and air: \u201cWhen life turns upside down, keep your balance with Partenamut.\u201d A new brand campaign designed to highlight the role of the health insurance fund: to be there for its members in their day-to-day lives, but also to help them get through the more difficult times. ", "slug": "air-and-partenamut-maintain-their-balance", "body": "

In this – quite literally – mind-blowing campaign, the phrase “life turns upside down” is taken quite literally. The campaign film features three people whose lives have recently been turned upside down: a young mum, a man suffering from burnout and a young woman who has to look after her mum. Each of them has literally ‘tipped over’, leaning precariously into the void in an unrealistic way, holding this uncomfortable position as best they can. Whilst suspended in this way, they share their stories with us and explain why their lives have been turned upside down. Until the iconic Partenamut ‘Orbie’ helps them right themselves. What does it represent? Partenamut, its advisers, its services and its personalised support.

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A radio advert and two campaign visuals support the film; in these visuals, our leaning protagonists are supported by this very same orbie, a symbol of mutuality.
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\u200bA campaign which, too, has struck the right balance between everything that is dear to air: the right strategy, a powerful message, a strong concept and carefully crafted visuals.

\n \n \n \n \n \n \n PAR26010-CampagneBrandPhase3-Agence-50x70-V2.pdf\n 15 MB\n \n\n \n \n \n \n \n \n 260915-Partenamut-mix-radio-radio-20-naissance.mp3\n 627 KB\n \n

Credits:

Client: Partenamut
\u200bContacts: Hela Askri, Sophie Graillot
\u200bAgency: Air
\u200bClient Manager: Georgia Vandenberghen
\u200bStrategic Planner: Nic Van den Heuvel
\u200bCreative Director: Creative Council
\u200bCreatives: Edouard Coune, Julian Lesceux, Anouk Lemm, Marie Paris
\u200bProduction: Hamlet
\u200bDirector: Nitram
\u200bDirector of Photography: Sander Vandenbroucke
\u200bEditor: Bram Dutry
\u200bOnline: Frames Post Production
\u200bMusic composer: Matteo De Marinis
\u200bPost-production Producer: Basile van der Straten
\u200bProducer: Pim Verhaert
\u200bPhotographer: Victor Pattyn
\u200bSound & Mix: La Vita Studios

 

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