Australian life insurer TAL has launched a new brand campaign, “Whatever Life Holds”, portraying the defining moments – the highlights and the challenges – experienced by Australians throughout life.
TAL Chief Customer & Brand Officer Alex Homer said that the campaign, created by BMF and produced by Finch, captures the breadth and beauty of Australian life, alongside the unpredictable moments that make up the good days, the tough days, and all those in between.
“Whatever Life Holds is also a reflection of TAL’s deep commitment to delivering for our five million customers. Central to that is paying claims and providing support during their most challenging times – whether they are recovering from an injury or illness or after the loss of a loved one,” said Homer.
“It’s the unpredictability of life that makes it truly beautiful. There are experiences we can control. Others we can’t. We show these defining moments, that often come and go in an instant, by treating them as beautiful moving portraiture, captured in the unique Australian sunlight that connects us all,” said Tom Hoskins, creative director at BMF.
Whatever Life Holds is the latest evolution in TAL’s brand platform, which launched in 2016 with This Australian Life and Scars in 2019. The major campaign, which includes ads cut into 30-, and 15-second versions, will be supported by outdoor and digital.
The campaign ads will premiere during the 2023 NAB AFLW Finals Series this Saturday night.
Credits
Client | TAL
Alex Homer | Chief Customer & Brand Officer
Antony Wilson | General Manager, Brand & Communications
Michelle Singer | Head of Brand
Joline Samawi | Brand Manager
Creative Agency | BMF
Chief Creative Officer | Alex Derwin
Creative Director | Tom Hoskins
Creative | Max Lom-Bor
Head of Art & Design | Lincoln Grice
Designer | Iva Madderom
Chief Strategy Officer | Christina Aventi
Planning Director | Thomasine Burnap
Chief Executive Officer | Stephen McArdle
General Manager | Richard Woods
Group Account Director | Victoria Venardos
Senior Account Manager | Anja Cherry
Head of TV | Jenny Lee-Archer
Art Buyer | Basir Salleh
Retoucher | Christopher Moore
Creative Services Director | Clare Yardley
Production Company | FINCH
Production Company | Title Artist Management
