Allianz Australia launches new ‘Behind you for what’s ahead’ campaign via Howatson+White
Allianz Australia has launched its new brand campaign, ‘Behind you for what’s ahead’; the first work from creative startup Howatson+White, following the agency’s official launch in early March when it announced Allianz as its foundation client.
The work is a local build on Allianz’s global brand refresh which showcases the insurer’s global purpose – ‘we secure your future’; and will be driven by a new visual identity. Allianz Australia is the first Allianz business to take the refreshed brand to market, making Australia the flagship for the new Allianz brand globally.
Says Michael Winter, chief general manager consumer, Allianz Australia: “Behind you for what’s ahead tells our customers who we are and what we stand for, and gives customers a reason to choose Allianz. We know that especially in times of uncertainty, people seek stability and trust, and insurance plays a key role in providing that confidence. We aim to secure our customers future, so they can have confidence in tomorrow.”
Says Sophie Finn, general manager marketing, Allianz Australia: “As our industry continues to navigate change, evolving to meet our customers’ needs, and ensure trust, is pivotal. Today, we are proud to be elevating the Allianz brand, and launching our new future-fit positioning and experience. Through our new look and feel we aim to deepen our emotional connection with consumers, excite our customers, and most importantly, demonstrate to Australians there is a genuine choice when it comes to insurance.”
Howatson+White, chief executive officer and founder, Chris Howatson said the new campaign focuses on life’s every day, real and raw moments; and celebrates the courageous choices Australians make to determine their future, in seemingly small but significant ways: “What a privilege it is to work with the Allianz team. This new brand work is significant in establishing a long and distinctive idea for Allianz, designed to work as powerfully internally as it will externally.”
Howatson+White, chief creative officer and founder, Ant White: “Being ready for what’s ahead isn’t always about having an abundance of courage to run towards a disaster. It’s about making the choices in life that define who we are. Choices like opening up to a mate, always saying goodnight, letting your home be lived in, or taking on the stress of a road trip for the reward of a family holiday. To choose is to provoke every Australian to reconsider their insurance, but also what’s important to their everyday lives. Something we can all control. And something Allianz has always been behind.”
The Behind you for what’s ahead campaign launched on 9 May 2021, and is supported across an integrated mix of broadcast (TVC, Cinema and YouTube), digital, radio, print, and outdoor media planned and bought by Allianz’s media partner, Spark Foundry.
Allianz is proud to have protected Australians for over 100 years, and is committed to continue providing customers confidence in tomorrow. For more information, please visit: www.allianz.com.au.
Client: Allianz Australia
Agency: Howatson+White
Media Agency: Spark Foundry
Production Company: Revolver
Director: Dani Pearce
Managing Director/Executive Producer: Michael Ritchie
Executive Producer/Partner: Pip Smart
Producer: Sarah Nichols
Director of Photography: Ari Wegner
Post Production: ARC EDIT
Executive Producer: Dan Fry
Editor: Pete Sciberras
Post Production: Heckler
Executive Producer: Bonnie Law
Colourist: Olivier Fontenay
Flame Artist: Brad Smith
IO & Grade Assist: Maud Chaupis
Music and Sound Post Production: Sonar
Composers: Jackson Milas and Antony Partos
Executive Producer: Sophie Haydon
Sound Designer: Timothy Bridge
47 Comments
Didn’t find these that entertaining nor emotionally impactful.
The outdoors ads feel a little confusing, too much going on.
Anyway, well done for getting the work made. Not hating, just observing
🤔
That all seems a bit pointless!
But very bland execution
I actually really like the little films. Gorgeous small moments. I just really didn’t get the V.O? The films seems kinda self-explanatory? The V.O just confuses the moments to me?
Agree. The overall style and delivery of the VO is becoming a bit hackneyed
Night Mum spot is beautiful. Should’ve led with that.
It’s like that NAB ad where the woman looks out the window. But instead of being slightly engaging it’s just forced and clunky. Good luck on your second ad hopefully it’s a little better
This feels very disconnected to me. Outdoor is confusing to read and TV is just a bit… lackluster?
Shame the outdoor doesn’t have the wall to wall voice over of the tvcs to explain the idea.
I like them. And to have work in market 4 months after leaving your old jobs is impressive both practically and legally.
yeah, these are….. very bland and not very good? Not going to lie, wasn’t sure what to expect from H+W’s first work but ‘bland and forgettable’ wasn’t high up the list.
My heart does go out to the team… These look like the client has f**ked what could’ve been nice with a lot of telling and not showing… The writing is on the wall. This doesn’t look like Ant White at all.
An agencies first campaign is real low hanging fruit to hate on. Easy shots…. Congrats to Howatson+White for even securing this client and getting some solid work out of it. It’s a hard one to win.
Rule of thumb… max 5 words on large format OOH… the line shouldn’t require a philosophy major to decipher either. I’m still trying to get my head around “you choose a home that’s lived in”… Whaaaaat does that mean…
Lianz finally have a good brand. Nice work H+W. Very solid start.
that is there is no 60′ or 90′ for the launch. interesting choice but would’ve loved to have seen it to really speak to the rebrand.
Congrats to the brave creative and producer people who resigned from Chep without a job to go and were extremely lucky to find gainful employment at this brand new start up.
If this came on the screen at the pub while you were watching the footy you could take your pick of any product that this could be advertising…Telco? Paracetamol? Hair lice shampoo? Ampol?
Yet another forgettable, poorly branded slice-of-Australian-life snooze-fest.
I just so wanted their first work to be better.
This is….. really not good. It’s utterly bland forgettable. Really expected a lot more with their first work to market
behind you for head? what ?
Ain’t nobody got time for dat.
Clients get the work they deserve.
Back to Ahhhhhhhhhhhhhhhhllianz
Ahhhhhh Allianz what have you done?
What a dud.
It wouldn’t matter whether this was an agency’s first piece of work to market or their 100th. What matter is that it is very bland and utterly forgettable. 3/10 stuff.
TBWA must be pissed. Got dumped for this.
CHEP could never hit the heights creatively and on this evidence H&W will struggle too.
BOOOOOOOOOOORRRRRIIINNNNNGGGGG. Change the channel, Marge.
You’re actually kidding right? CHEP have reached more creative heights in recent memory than most.
I reckon you get 3 pieces of work to set the tone for your agency as a startup. Knowing Howie and Ant the next 2 will be great. Alianz has helped them turn the lights on but they’d know this work is rubbish
I think the underlying message of “Behind you for what’s ahead” is a strong one but the impact is let down by the delivery.
Address that, and it’s got legs
How do I understand the OOH if I haven’t seen the film? “You choose to say goodnight”?
Would this be Allianz’s fifth agency in five years?
This is a hot mess
Classic example of the whole campaign idea being built off the TVC, and central to understanding the other executions. The reality is the vast majority of prospective customers won’t see the TVC, so then the campaign makes no sense.
So bland and boring.
Literally no one is going to remember these. They are the definition of instantly forgettable.
Pressure will be on at W+H. You feel like they need to do something actually good in their, what, first 2 or 3 pieces of work? And that is very much a swing and a miss at piece number 1.
god those are boring
The best part about H+W is how they’re now solely responsible. No blame can go to anyone else.
This work is entirely their own making.
Oh dear!
Why is every insurance brand flogging the ‘little moments’? Aus Unity and Alianz. So generic. The OOH makes fuckall sense. Really average work.
This is just sub-par
Sometimes, it’s better not to PR your first work. First impressions people, first impressions.
The supporting EDMs will be incredible.