Scoundrel’s Ariel Martin directs new campaign for MAS via EightyOne, New Zealand

Together with creative partner EightyOne, MAS has launched its latest brand campaign with a focus on what keeps Kiwis awake at night ~ directed by Scoundrel’s Ariel Martin.

 

A New Zealand-owned insurance and investment mutual, MAS has been supporting the financial wellbeing of its members for over a century. This new campaign marks a creative shift, as it’s the first time the company has ventured into video advertising.

The campaign taps into a universal truth: whether it’s big, life-changing decisions or small, everyday worries (don’t forget – it’s bins day tomorrow), these thoughts can nag, especially in the middle of the night. MAS’s message is simple: there’s no need to overthink it. Their range of insurance and investment solutions help members sleep easy, knowing their financial future is secure.

The creative team behind the campaign wanted to reflect the unique role MAS plays as a mutual—where the wellbeing of its members always comes first. Rather than focusing purely on the functional side of their offerings, the campaign speaks to a deeper need for reassurance and peace of mind.

Says Matt Harvey, chief marketing and distribution officer, MAS: “MAS is this wonderful little secret in the financial services industry that we want to share with more like-minded New Zealanders. We’re proud of our world-class service, premium products and expert advice, and we look forward to welcoming more Kiwis into this great little mutual.”

EightyOne ECD, Chris Bleackley was up all night wondering what to say: “We knew that MAS was primed to launch something out of the ordinary, so it was a fantastic challenge to make their dreams come true,” was all he could manage.

Thanks to the brilliance of Martin and the team at Scoundrel, the campaign runs across cinema and online video and is supported by OOH, print and social channels managed by EightyOne Media.

Client: MAS – Matt Harvey, Laura Stephenson, Tamzin Beazley
Agency: EightyOne
Agency Producer: Esther Watkins
Media: EightyOne Media
Production Company: Scoundrel
Director: Ariel Martin
Executive Producer: Adrian Shapiro
Producer: Claire Kelly
DOP: Aaron McLisky
Production Designer: Bruce Everard
Costume: Olivia Dobson
Make Up: Margaret Petchell
Production Manager: Sue Sparks
1st AD: Katie Hutchinson
Offline/Editor: Arc Edit
Colourist: Matt Fezz
Online & Animation: Toybox
Sound Design & Music: Rumble Studios
Photography: Steve Boniface c/o Loupe