AUSTRALIANS BARE THEIR SCARS IN CONFRONTING TAL ‘HUMAN INSURER’ CAMPAIGN VIA BMF SYDNEY
Leading Australian life insurance specialist TAL celebrates the humanity of Australians’ scars in a new campaign via BMF Sydney that positions the brand as a ‘Human Insurer’.
Nothing contrasts human fragility with strength better than our scars. They are something we all have, but each one is personal and tells an intimate story of an injury or illness that we overcame. They shouldn’t be hidden away. They should be worn with pride. A sign of a life lived.
Says BMF ECD Alex Derwin: “This campaign has been a labour of love for everyone involved. There’s a fine line between sentiment and mawkishness, and I think we hit exactly the right note. I’m so proud of the outcome and it goes without saying that we couldn’t have done it without an industry leading client, our exceptional production partners, and one of the most talented directors in the business.”
Ant Wilson, TAL General Manager of Brand and Communications, hopes that the campaign will broaden Australians’ understanding of the services TAL offers. Says Wilson: “Our products and services support customers during some of their most difficult times and this is an important conversation to have. This campaign recognises that when you live your life to the fullest, life will leave its mark on you – and in these moments we partner with our customers to help them get back to the very best version they can be,” he said.
The TVCs will be supported across digital, social and out of home through an integrated media approach developed by Spark Foundry.
Agency: BMF
Executive Creative Director: Alex Derwin
Deputy ECD: Jen Speirs
Senior Copywriter: James Sexton
Senior Art Director: Nadia Ahmad
Executive Planning Director: Christina Aventi
Group Strategy Director: David Warren
Managing Director: Stephen McArdle
Group Account Director: Danielle Richards
Account Director: Stef Barry
Account Executive: Phoebe Good
Head of Broadcast: Jenny Lee-Archer
Agency Producer: Tamara Kennon
Art Buyer: Basir Salleh
Print Producer: Jane Winnick
Production company : Scoundrel
Director: Michael Spiccia
Executive Producers: Kate Gooden, Adrian Shapiro
Post Production Company: The Butchery, The Refinery
Editor: Joanna Scott
DoP: Jeremy Rouse
Production designer: Nicki Gardiner
Sound: Rumble Studios
Music: Level 2 Music
Photographer: Derek Henderson
Media agency: Spark
Spark Foundry General Manager: Mathew Turl
Spark Foundry Client Director: Kaylene Tunney
Spark Foundry Client Manager: Nell Corbett
TAL, General Manager Brand & Communications: Ant Wilson
TAL, Senior Manager, Brand Strategy: Camille Hiess
TAL, Manager, Brand & Customer Advocacy: Jeannie Vo
15 Comments
Great stuff nads and sexjam
Saw on TV last night. Thought it really stood out.
Beautiful.
Fucking nailed me. Bravo
Very nice work. Congratulations
Love it. Great insight, well executed. Saw it last night and couldn’t help but watch.
Couldn’t this be for absolutely any life insurer? Yes, it could.
Category leaders take ownership of the most important narrative within a category: In this case, “they’re a life insurer that will be there for you when you need them”
Maybe any life insurer could tell this story, but I don’t see any of them doing anything beyond talking about death and money
Music : some unnamed artist via a clearing agency. Not art.
Life Insurance is a tough niche to nail at the best of times. So I reckon this memory construct serves the TAL brand well. It’s neither too cute or insensitive. Like.
PA
Good distinctive assets too building from their previous Australian Open work. Noice.
Music: Vivaldi – Four Seasons of Spring. lol.
@zac,
So they don’t have to pay any royalty…so whose the orchestra? Zac..i mean Karl, i mean Zac.
Adrian Shapiro is pure rock n roll.
Love it