AAMI Introduces Australia’s Newest Ad Icon ‘Keith’ In Tokyo 2020 Broadcast Sponsorship Campaign Via Ogilvy Melbourne & Seven Network

AAMI Introduces Australia’s Newest Ad Icon ‘Keith’ In Tokyo 2020 Broadcast Sponsorship Campaign Via Ogilvy Melbourne & Seven Network
B&T Magazine
Edited by B&T Magazine

AAMI’s latest brand campaign highlights that even small incidents can blow out to Olympic scale proportions, especially if you’re not confident in your level of insurance cover.

Rapthi Thanapalasingam, head of mass brands & sponsorships at Suncorp Group said, “as the Seven Network broadcast partner of the Olympic Games Tokyo 2020 coverage, we want to remind Australians watching at home that not all the action happens at the stadium. But when accidents do happen, AAMI has the right level of cover to help you recover.”

Mim Haysom, CMO/EGM brand and marketing at Suncorp Group, added: “AAMI has a wide variety of products, innovations and market-leading services to help Australians recover from all types of everyday arena moments. We’re thrilled to be a broadcast sponsor of Seven Network’s Tokyo 2020 coverage to further strengthen our ‘AAMI Does’ platform.”

The campaign launches as AAMI continues to lead the Australian Insurance sector as the most considered brand nationally, now 10 percentage points higher than any other insurer, with almost half of all Australians considering the brand for their insurance.

David Ponce de Leon, Ogilvy executive creative director, added: “We had a ball rolling ‘Keith’ out to perform at the highest level of competition and to take on our competitors with AAMI’s superior cover. With each ‘AAMI Does’ campaign we continue to remind Australians at home that AAMI do when others don’t. Light that ceremonial sausage, Keith!”

The campaign rolls out across OOH, social, radio and digital effective immediately.


Client: AAMI (Suncorp)

Mim Haysom: CMO/EGM Brand & Marketing:

Rapthi Thanapalasingam: Head of Mass Brands & Sponsorships – Brand & Marketing

Toby Gill: AAMI Marketing Manager

Sally Frank: AAMI Marketing Specialist

Olivia Rourke: AAMI Marketing Lead

Heidi Storey: Manager, Social & Content Marketing

Angie Moore: Group Content Lead

Agency: Ogilvy Melbourne

Executive Creative Director: David Ponce de Leon

Creative Director: Lenna Boland

Creative Director: Ryan Clayton

Head of Strategy: Virginia Pracht

Senior Producer: Mel Herbert Group Account Director: Angus Pearce

Senior Account Director: Jess McColl

Senior Account Director: Steph Nikolovski

Senior Account Director: Benedict Smith

Account Manager: Oliver Corcoran

Art Director: Alayna Kunitake

Copywriter: Ted Brearley

Social Creatives: Julia Stretch & Robbie Ten Eyck

Head of Print Production & Studio: Brendan Hanrahan

Director: Uncle Friendly

Producer: Karen Sproul

Executive Producer: Martin Box

Managing Partner: Adrian Bosich

Production Company: AIRBAG

Photographer: Hugh Peachey

Media Agency: OMD

DOP: Danny Ruhlmann

Editor: Graeme Pereira

Wardrobe / Stylist: Roma D’Arrietta

Production Designer: Pete Davies

Make Up / Hair: Holly Anderson

Casting Director: Stevie Ray @ McGregor Casting

Offline Edit: ARC Edit

Offline Producer: Daniel Fry

Editor Hammer: Lucas Baynes

Colour: Billy Whychgel


VFX Supervisor: Rob Ride

Flame Artist: Chris Reynolds

3D: Henry Bullen, Josh Thomas, Quan Tran Animation: Paul Ziola

Compositing: Iman Javaherypour, Reed Yerien, Dave Abbott

Sound & Music Music: Otis Studios

Keys: Brekkyboy

Sound: Bang Bang Studios

Sound Design/Engineer: Sam Hopgood

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AAMI Tokyo Olympics 2020

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