Since the launch of the Frank in 2009, competitors have consistently and overtly encroached upon the “simple, low cost and online” proposition that formed the foundation of the Frank brand.  Compounded by an increasingly marginalised media share-of-voice, Frank was in need of brand refresh to help re-establish itself as the challenger health insurance brand for young people.  The solution?  Shift the brand from a 2D to more contemporary 3D environment, focusing on the younger target market & their cynical relationship with old-school health insurance providers. The ‘no bullshit’ tone of voice and language used has also evolved to become twice as direct, but not at the expense of the charismatic and charming Frank disposition.