Insurer's first brand campaign offers slice of 'This Australian Life'

For its first-ever brand campaign, 140-year-old insurer TAL has chosen to focus on the rich tapestry of life in Australia, rather than the risks its products aim to mitigate.

As BMF creative director Alex Derwin puts it:

Life insurance ads often end up being about death, so it’s great to make one that wasn’t. We’ve made something that pays tribute to real Australians and their unique lives, without ever tipping into sentimentality or cliché.

The campaign, which used "street casting" (real people, not actors), features a series of TVCs, outdoor and digital, which will be followed up by "strongly integrated, product-focused work," centring on an offering that lets consumers build tailor-made life-insurance policies.

Ad Nut likes the attempt to put meaning to the acronym that is the brand's name ('TAL' originally stood for Tower Australia Limited). Whether seeing all these fun-loving people seizing the day will help TAL's brand recognition among Australians remains to be seen, but it certainly might work as a tourism film for those of us living in other places.  

CREDITS

Executive Creative Director: Cam Blackley
Creative Director: Alex Derwin
Art Directors: Dave Ladd and Nicole Hetherington
Copywriters: Dave Ladd and Simon Fowler
Designers: Dave Ladd and Lincoln Grice
Executive Planning Director: Christina Aventi
Group Strategy Director: David Warren
Managing Director: Stephen McArdle
Group Account Directors: Danielle Richards and Emma McJury
Senior Account Director: Aisling Colley
Account Manager: Kimberly Ngo
Agency Producer: Jenny Lee-Archer
Director: Kim Gehrig
Production Company: Revolver
Production Co. Managing Director/EP: Michael Ritchie
Production Co. Executive Producer: Pip Smart
Production Co. Producer: Serena Paull
Post Production: Framestore London/The Editors Sydney
Editor: Tom Lindsay (Trim London)
Music and Sound: Chandelier (Furler/Shatkin) by The Vitamin String Quartet/Level 2/Rumble Studios
DoP: Ryley Brown
Photographer: Ali Nasseri
Creative Service Director: Clare Yardley
Digital Producer: Laurence Pogue
Art Buyer: Basir Salleh
Print Producers: Karen Liddle and ¬¬Jane Winnick

Client:
Fiona Macgregor: Chief Customer and Innovation Officer
Antony Wilson: General Manager Brand, Marketing Communications, Digital and Social
Cheryl Pearl: Senior Manager, Brand Strategy
Camille Heiss: Campaign Manager, Brand

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