AAMI explores the lucky country in new brand platform and campaign via Ogilvy Australia


Leading Australian insurance provider AAMI has unveiled a new, far-reaching and long-term brand platform via Ogilvy, reinforcing why it’s Lucky you’re with AAMI.


Marking a shift from its previous ‘AAMI Does’ platform which has been in market since 2020, the new platform embraces the quirks and challenges of Australia, reinvigorating AAMI’s long-standing taglineLucky you’re with AAMI. It launches with a humorous milestone execution this week, with the platform then extending across TV, cinema, BVOD and online, plus OOH, audio and digital display. It uses Dorothea Mackellar’s iconic poem ‘My Country’, juxtaposed with the very unlucky – and very Australian – scenarios that our lucky country sometimes faces.

Says Hilary Badger, ECD, Ogilvy Melbourne: “The AAMI brand promise has always been that of positivity in the face of life’s big and little inconveniences, which is the essence of Lucky you’re with AAMI.

“And given that Australia is a big place with its quirks and challenges, Australians need easy insurance. That’s why this latest campaign has used a fun and laconic Australian tone, Mackellar’s widely recognised reflections mixed with some visual humour to reinforce what makes the AAMI brand so special, and its effortless insurance unique.”

Says Mim Haysom, EGM brand and customer experience, Suncorp: “AAMI supports customers far and wide across all of Australia, so we know first-hand some of the challenges our customers face in their everyday lives, and how unique some of those challenges are to Australia.  Our new campaign reflects the diversity of the Australian experience, and reinforces that when our customers are unlucky, we’re there to support them. We’re incredibly excited by this new work, particularly the use of a beloved Australian poem to bring to life the uniqueness of our loved Australian brand.”

AAMI explores the lucky country in new brand platform and campaign via Ogilvy Australia

Client: AAMI (Suncorp)
Mim Haysom: CMO/EGM Brand & Customer Experience
Rapthi Thanapalasingam: Head of Brand & Content
Toby Gill: AAMI Brand & Marketing Manager
Liza Friedman: AAMI Marketing Lead
Lisa Marshall: AAMI Marketing Specialist
Sally Frank: AAMI Marketing Specialist
Amy Wagner: AAMI Marketing Specialist

Strategy & Creative Agency: Ogilvy Australia
Production: Hogarth
Media: OMD
Production Company: Revolver
Director: The Glue Society
Post-Production: BlockheadVFX
Sound & Music: Otis
OOH Location shoot: Hart & Co
AAMI women studio shoot: Stefan Wellsmore
End frame/motion shoot: O’rourke & Gates
Retouching: Studio ADFX
Casting: Toni Higginbotham Casting