Stella Insurance launches provocative global brand campaign ‘It Takes Boobs’ via Cocogun
Purpose-driven, female-focused insurance brand Stella has launched a new brand campaign through Cocogun. Based on the premise that the language we use shapes the way we see the world, the campaign celebrates courage, integrity and audacity by expanding the vernacular around bravery to include a new phrase: ‘It Takes Boobs’.
The campaign features a series of women from all walks of life who each embody courage in some way. It’s the latest iteration of Stella’s ‘Unapologetically For Women’ platform, which seeks to create a more equitable world in insurance, and beyond.
The Stella brand was created because many insurance products have been designed without taking women’s needs or circumstances into account. For example, when Stella founder Sam White began looking at the small print on insurance contracts, she found that most insurers will not pay out on a claim if the car has been damaged by someone known to the claimant. However, Sam also knew that a large percentage of this cohort are victims of domestic abuse. It was just one point in a vast array that didn’t add up for female drivers, who make up over half of road users.
This is why Stella’s products and customer experiences are designed to prioritise the needs of women and support a broader vision to help balance gender biases. They also offer domestic cover to take extra care of those affected by domestic and family violence by waiving excess relating to a claim. To further support this, the brand has formed a long-term partnership with Women and Girls’ Emergency Centre (WAGEC), providing funding to help women walk away from domestic violence. Stella donates $5 to WAGEC for every new car insurance policy sold.
Says White: “Having worked in insurance for many years I realised it was so male dominated that the product design, experience, and marketing were all unconsciously built for men, and I was excited to change that. At Stella, we’re proud to stand for more than just cars and profit and our purpose is to ‘change the game for women’ in male dominated industries and life at large. This new campaign is a bold new expression of that perspective.”
Says Anita Manchester, head of marketing at Stella: “Stella exists to design products which are fit for a fairer world, and fairness starts with the language we use. Courage is far from an exclusively male domain, so we wanted to reflect that in our words and with inspiring examples…while also bringing a touch of our trademark Stella playfulness to the table.”
Says Chiquita King, co-founder and MD, Cocogun: “This campaign is about making the language we use around bravery more inclusive. Inclusiveness in any guise is a good thing. It has nothing to do with physiology and everything to do with a philosophy that is emblazoned with passion, authenticity and integrity. Changing language, changing people’s perspectives and, ultimately, changing the world…takes boobs.”
The film and stills were shot by director and photographer Sarah Adamson from Photoplay who brought to the project her unique vibrant style and inimitable ‘behind-the-lens’ personality. She said: “My aim was to give this film the authenticity, energy and integrity it deserves. Along with an incredibly talented cast and crew, we created something that feels as far-reaching as its message with an irreverent and brazen attitude that is unmistakably Stella Insurance.”
The campaign will run in both Australia and the UK, across TV, BVOD, digital, press and OOH.
Client: Stella Insurance
Founder & CEO – Sam White
General Manager – Renee Cosgrave
Head of Marketing – Anita Manchester
Brand & Campaign Marketing Manager – Vivian Yeung
Creative Agency: Cocogun
Creative Partner – Ant Melder
Managing Partner – Chiquita King
Art Director – Lauren Maneschi
Copywriter – Hannah Stokes
Creative – Kat Topp
Group Business Director – Emily Hahn
Executive Producer – Monique Pardavi
Head of Design – Chris Clausen
Production Company: Photoplay
Director – Sarah Adamson
Executive Producer – Oliver Lawrance
Producer – Chris Thompson
Casting – Felicity Byrne Casting
Casting Director – Sarah McGrath
DOP – Campbell Brown
Production Designer – Karla Milat
Stills – Photoplay Photography
Photographer – Sarah Adamson
Post Production: The Editors
Head of Production – Liv Reddy
Post Producer – Adrian Konarski
Editor – Joe Morris
Colourist – Alina Bermingham
Sound Production: Smith & Western
Dan Higson & Nick West
Composer
Steve Toulmin
41 Comments
killer tag line, love it
I was going to say ‘killer line’ too
🥰
Sure you put enough shots in there? So hard to follow and zero time to emotionally engage
Best learn todays pace Dizzy.
This feels like Nathan fielder made a parody of social empowerment advertising.
It takes bussy.
I’m an old white guy, but I have a 20-something daughter.
I genuinely hope to hear her say “It takes boobs” one day,
Long live Rosa Parks.
I want to like this, but it feels a bit off for some reason.
Feels like its trying to make a point, but there is no point to be made?
So 2022!
Would rather not learn how to make something with zero emotion
Great line
‘Ever wondered why the brave heroes of the big match are said to have put their balls on the line?’
No. Because it weas probably a male commentator talking about male players in a male game. What’s wrong with that? By all means, expand the vernacular. But you don’t have to put down the male version in doing so. They can live alongside each other.
That some cool, ballsy women! Love this all round.
In today’s non-gendered approach, wouldn’t we just say “it takes guts”?
Would be good for literally anyone in the brand or agency to google “gender essentialism”
It takes lips.
Watch my hbo special!
We’re talking about phrases that came about from a predominantly male military, from wars fought by men who were doing their duty to keep the women and children safe at home. Why be a tit to men about that?
Its takes boobs & balls to associate your name alongside your comments on Campaign Brief.
Was super flat. No passion. Nothing.
This is a great campaign idea that’s really well executed. A tagline like this is always going to get reactions from both sides, that’s the very point.
But why? Why do you need to provoke a reaction from men? Just do what you want to do and leave men out of it.
Normally a spot like this wouldn’t get much attention on CB, so the line is at very least, attention grabbing.
SHOCKER.
Totally agree. Feels flat and without any emotion.
So much potential with such a great cut! Amazing footage and good direction. Shame the sound design and VO, and to an extent the muted score, took away from the emotional connection. I wanted to love it more. Hope a director’s cut is in the works.
Most people will have no idea what this campaign is for
Nice social justice student reel, but what’s the deal?
Loved it. Simple and cool. Only slight issue is I have no idea who its for.
If it’s about righting the wrong of ‘balls’ in the vernacular, shouldn’t we go something more neutral, like lobes or knees?
And why does a fairer world equate to women’s only insurance, seems kinda the opposite to me?
So long as it’s us vs them, someone will always lose.
This is fun. Get over it, lads. When you’re accustomed to privilege, equality feels like oppression.
love this!
Righting what wrong? It’s a saying about men for men. There’s nothing wrong with it. By all means create a seperate saying for women but don’t try to equality shame men.
Love this!!! Go Sarah.
This is epic!! I love. ❤️ Go Sarah
Love me some chesticle action
Why is it that men have penises and we don’t? Let’s get rid of men’s penises and create our own!
Gender politics ain’t cool anymore, catchup Stella.
More woke garbage creating fake problems that don’t really exist and divide when men and women should be working together like we always have. Exhausting. Just wait until they find out the gender pay gap isn’t real and was based off skewed statistics by fourth-wave feminists.
Ahhh hahahahaha.
Oh wait, you’re serious.