Alan wants people to stop treating health like a task for next week, and it has Kylian Mbappé to say so.
The health and insurance provider has launched "Health Can't Wait," a new international brand campaign created with Wieden+Kennedy London.
A hero film and out-of-home placements launch together in France, Spain, Belgium and Canada.
Founded in 2016, Alan grew for ten years through digital and B2B channels and now supports more than 1.1 million members.
Mbappé joined as an investor and brand ambassador in March 2026, with celebrity marketing tied to his physical and mental preparation.
"For the past ten years, we have been building Alan around a strong belief: insurance should also help people stay healthy," Alan CEO and co-founder Jean-Charles Samuelian-Werve said.
Meanwhile, W+K London CCO Ana Balarin says the campaign intentionally breaks category tropes.
It does this by "choosing to show healthcare in a vibrant and playful way, and depicting health as a daily and active choice."
Split Screens Meet the Stade de France
Directed by Brendan Vaughan, the film stars Mbappé in everyday situations that can wait, while health matters come up that call for immediate attention.
Split-screen visuals show the two sides of the tagline, "In sickness and in health."
The playful tone gives Alan room to tell brand stories in a category that often sounds too clinical.
The media plan covers television, out-of-home, print and magazine placements, along with a digital effort across social media and major online platforms.
Notably, Alan will hold a high-impact presence at the Stade de France for two weeks with dedicated brand activations around the French national team's match on October 2.
The Case for Selling Prevention
The OECD reported that member countries spent 3% of total health spending on prevention in 2023, with France and Belgium under that mark and Canada at 6% to 7%.
And with Mbappé having roughly 136 million Instagram followers, Alan looks to bump those numbers up with a campaign meant to boost visibility and awareness.
A brand looking to pursue similar creative campaigns should look at three moves in this launch:
- Name the cost of waiting: "Health Can't Wait" states the stakes in three words, so viewers gain a sense of urgency and grasp the offer before reading policy details.
- Tie the message to a live moment: The Stade de France presence and the October 2 match activation reach fans while they are already watching.
- Pick a spokesperson with a stake: Mbappé is an investor as well as an ambassador, which gives his case for early action more weight.
Brands entering consumer markets from a B2B base should ask who their new audience already trusts to carry the message.
Our Take: Will Anyone Remember What Alan Sells?
Alan is asking the public to learn a new category, and a famous person can leave people remembering the face but forgetting the category altogether.
Mbappé will draw attention without effort, but the challenge for an up-and-comer like Alan is whether viewers can determine what it's selling and actually book an appointment.
We would put that question to people in France, Spain, Belgium and Canada before anyone counts views.
After all, nobody likes being told to book a checkup they keep putting off, so Alan's tone matters as much as the messenger here.
A viewer who can describe preventive health insurance in one sentence is worth more to Alan than a thousand who only remember the footballer.
Brands planning celebrity partnerships benefit from working with these top experiential marketing agencies that specialize in audience participation.
