Headlands Goes to Heartland For Blue Cross Campaign

SAN FRANCISCO – Last year S.F. startup Headlands Communications went up against Chicago’s J. Walter Thompson and Foote, Cone & Belding to win the $5-million Blue Cross of Illinois account. Now the agency has broken a campaign that even looks like it was done by a heartland native. From rural landscapes to quirky cityscapes like an El reflected in a building it passes, the campaign captures the state from an insider’s point of view. It was the result, said Headlands principals Ellen Szydlowski and Jim Pappademas, of five people’s efforts after two weeks of location scouting, a long time by most commercial standards.
Actually, the dark horse team never promised the client they would shoot in Illinois when they pitched the business.