Hub Strategy breaks new work for Blue Shield. If you watched the Emmys the other night, you may have seen Hub Strategy's new campaign for Blue Shield of California. Hub won the assignment this summer. The ads build on Blue Shield's campaign with its former agency. "Creatively, the floating heads are a great place to work from - so we didn't want to change it just to change it," said DJ O'Neil, Founder and Creative Director at Hub. "We thought we'd try to dial up the humor a bit, as well as remind people that Blue Shield of California is a not-for profit company, and the good things that come from that."