AAMI lightens up life insurance

AAMI lightens up life insurance

Ogilvy Melbourne, part of Australasian marketing content and communications group, STW, has launched the first campaign for AAMI’s life insurance

The new product will enter the marketplace with a bang alongside a new campaign for income protection insurance, and aims to set a creative direction in a traditionally conservative sector.

With the key purpose of increasing awareness and market share for AAMI’s competitive life insurance products the brief was to cut through what is a cluttered and overly rational sector and bring to life the products by creating an unusual point of difference.

The key creative challenge for both products, but in particular life insurance, was to work out a way of executing a delicate subject (ie death), in a humorous, light-hearted way that stayed true to the AAMI brand, said Brendon Guthrie, executive creative director of Ogilvy Melbourne.

Slow motion footage allows the audience to focus on “without an income” moments – such as moving back in with mum and all her idiosyncrasies – the key message being you don’t have to make life sacrifices if you have income protection insurance.

The light-hearted TVCs will appear across free to air and paid TV.




Kathryn Jennings: Manager, Marketing Direct Life

Amy Champion: Campaign Manager, Direct Life

Richard Riboni: Executive Manager, Marketing

Agency Credits


Chief Creative Officer: Steve Back

Executive Creative Director: Brendon Guthrie

Senior Copywriter: Lenna Boland

Art Director: Jesse McCormack

Agency Producer: Jennie McCartney

Production Company: Finch

Group Account Director: Matt Rose

Senior Account Manager: Toby Gill


Director, Finch: Nick Ball

Producer: Camilla Dehnert

Ogilvy Melbourne is part of STW, Australasia’s leading marketing content and communications group.

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