AIA Australia challenges the ‘All or Nothing’ approach to health in new campaign via Bullfrog

Life, health and wellbeing insurer AIA Australia has partnered with new AIA Vitality Ambassadors, Ash Barty and Stephanie Gilmore, to coach Aussies out of their ‘all or nothing’ approach to health and wellbeing, in new brand campaign ‘All or Something’ via Bullfrog.

In a refreshing departure from the ‘go hard or go home’ mentality of many health, fitness and wellness brands, AIA Australia has enlisted the WTA world number one tennis player and winner of seven surfing World Titles to coach Australia through a more attainable, sustainable approach: All or Something.

Says Dalton Henshaw, CEO, Bullfrog: “Growing up, all our sporting heroes (and their big-time sponsors) stood on this pedestal, preaching the old ‘no pain no gain’ attitude. So we’re left thinking, ‘well if I can’t give 110% I might as well give up. But this new mindset gives us permission to be human. It’s not about health kicks or cheat days, it’s about a lasting behavioural shift.”

Says Damien Mu, CEO, AIA Australia: “At AIA, we’re passionate about helping Australians to live healthier, longer, better lives. In order for this to be possible, Aussies need positive physical and mental wellbeing, and this starts with the right mindset when it comes to choosing healthy lifestyle behaviours. All or Something is a refreshing evolution from the traditional black-and-white approach when it comes to diet and exercise. By empowering Australians to focus on the small somethings, life becomes more enjoyable and healthier habits are sustained.”

All or Something is the latest movement driven by AIA Australia to raise awareness of disease prevention through lifestyle change and reward members for making healthier choices.

Says Stephanie Phillips, chief shared value and marketing officer: “AIA and Bullfrog have worked closely together to bring this campaign to life. We believe that our vision for Australia to be the healthiest and best protected nation in the world can in fact become a reality, and our All or Something campaign will be instrumental in this occurring.”

The campaign kicks off on broadcast TV, with Barty and Gilmore coaching one Aussie out of his ‘all or nothing’ attitude. Then it comes to life in contextual OOH, social, digital, CRM and PR, as the two sporting legends start coaching all Australians by popping up at relevant times throughout our day, to remind us of the ‘small somethings’ – like running for a few minutes and walking the rest of the way, or choosing a side-salad over chips at the pub.

Whether it’s Barty on your phone when you wake up, cheering you on for not hitting snooze, or Gilmore encouraging you to take a mindful breath in peak hour traffic, this is a rare opportunity to be coached by two of the world’s best athletes – right when you need them.

Says Dan Sparkes, creative director, Bullfrog: “I think a lot of people (myself included) currently resonate with that old school approach to health, and could do with a new one. And it’s been a pleasure to see the effect of this campaign – even before it hits the public. From the Bullfrog team, to production partners and ambassadors, everyone’s started noticing those ‘All or Something’ moments in their own lives. Only now, when we feel like we can’t ‘just do it’, we just do a little something.”

Learn more about AIA Australia’s All or Something campaign here.

Client: AIA Australia
Damien Mu – CEO Australia and New Zealand
Stephanie Phillips – Chief Shared Value and Marketing Officer
Kelly Thomas – Head of Brand Strategy
Mirella Gigliotti – Manager, Brand Campaigns
Rob Wilde – Senior Manager, Branded Content
Stephanie Bacon – Senior Manager Events and Sponsorship
Suzanne O’Bree – Marketing Manager, AIA Vitality & CRM
Kathryn Kelly – External Communications Manager
Jordan Drummond – Manager, CEO Office
Jordan Beasley – Head of Health Marketing
Chris McMahon – Senior Specialist, Direct Marketing

Agency: Bullfrog
Dalton Graham – CEO
Sarah Raine – General Manager
Daniel Sparkes – Creative Director
Katarina Matic – Senior Art Director
Lauren Eddy – Senior Copywriter
Chris Steele – Strategy Director
Ben Thomas – Strategy Director
Tim Shelley – Branding and Experience Creative Director
Alex Roby – Senior Designer
Deniel Briers – Senior Designer
Chris Miles – Finished Artist
Jo Hardy – Head of Account Management
Megan Wailes – Senior Account Director
Chrissie Minnella – Senior Account Director
Anna Hampton – Senior Account Director
Natalie Xenos – Senior Account Manager
Lucy Puglielli – Account Executive
Chelsea Nieper – Head of Production
Robyn Dodd – Senior Producer
Chris King – Senior Producer
Jacqui Mooney – Head of Content
Asha Burnley – Social Media Manager
Jacinta Stante – Traffic Manager
Emily Han – Traffic Manager

Production Company: Good Oil
Dave Woods – Director
Simon Thomas – Executive Producer
Lee Thomson – Producer
Max Walter – Director of Photography
Sarah MacKinnon – Production Manager

Casting Agency: Ben Parkinson Casting

Post Production: The Editors
Charlotte Griffiths – Producer
Simon Njoo – Senior Film Editor
Shannon Michaelas – Assistant Editor

Post Production: Manimal
Carol Sinclair – Producer
Trish Cahill – Colourist
Ryan Brett – VFX and Online Editor
Chris Betteridge – VFX

Music Composition: Song Zu
Ian Lew – Partner and Managing Director
Ramesh Sathiah – Partner, Creative Director & Composer

Sound: Bang Bang
Sam Hopgood – Senior Audio Engineer

Stills: Compadre Picture Co
Christian Tiger – Photographer
Gabrielle Hughes – Retoucher

Media Agency: Hatched
Adrian Roeling – Manager Partner
Christina Coco – Business Director
Andrew Pascoe – Head of Planning
Sharna McIntyre – Trading Manager
Kim Leopoldo – Media Manager
Jasmine McCulloch – Media Executive
Sophie Charos – Media Coordinator
Lucy Riordan – Performance Director
Madeline Sirianni – Performance Manager
Mario Bergmann – Senior Performance Executive

PR & Events Agency: Bastion Agency
Richard Chapman – Bastion Amplify CEO
Matt McCann – Bastion Experience CEO
Natalie Arnull – Group Business Director
Camille Hanton – Senior Business Director
Georgia Comensoli – Media Director
Bridget O’Sullivan Client Service Director
Caroline Roe – Senior Account Manager
Marika Mulvey – Lead Producer
Kelly McCarthy – Producer
Alexandra Stopp – Account Executive
Pip Robinson – Account Coordinator

Talent Management: NC Management
Talent Consultation: RCKT Co