BMF worked with Australian life insurance specialists TAL to create a campaign celebrating Australian scars.
Australian life insurance specialist TAL has worked with BMF to celebrate the humanity of Australians’ scars in a new campaign that positions the brand as a Human Insurer.
Nothing contrasts human fragility with strength better than our scars. They are something we all have, but each one is personal and tells an intimate story of an injury or illness that we overcame. They shouldn’t be hidden away. They should be worn with pride. A sign of a life lived.
“This campaign has been a labour of love for everyone involved. There’s a fine line between sentiment and mawkishness, and I think we hit exactly the right note," BMF executive creative director Alex Derwin says.
"I’m so proud of the outcome and it goes without saying that we couldn’t have done it without an industry leading client, our exceptional production partners, and one of the most talented directors in the business.”
TAL general manager of brand and communications Ant Wilson, hopes that the campaign will broaden Australians’ understanding of the services TAL offers.
“Our products and services support customers during some of their most difficult times and this is an important conversation to have. This campaign recognises that when you live your life to the fullest, life will leave its mark on you – and in these moments we partner with our customers to help them get back to the very best version they can be,” he says.
The TVCs will be supported across digital, social and out of home through an integrated media approach developed by Spark Foundry.
TAL, General Manager Brand & Communications: Ant Wilson
TAL, Senior Manager, Brand Strategy: Camille Hiess
TAL, Manager, Brand & Customer Advocacy: Jeannie Vo
Executive Creative Director: Alex Derwin
Deputy ECD: Jen Speirs
Senior Copywriter: James Sexton
Senior Art Director: Nadia Ahmad
Executive Planning Director: Christina Aventi
Group Strategy Director: David Warren
Managing Director: Stephen McArdle
Group Account Director: Danielle Richards
Account Director: Stef Barry
Account Executive: Phoebe Good
Head of Broadcast: Jenny Lee-Archer
Agency Producer: Tamara Kennon
Art Buyer: Basir Salleh
Print Producer: Jane Winnick
Production company : Scoundrel
Director: Michael Spiccia
Executive Producers: Kate Gooden, Adrian Shapiro
Post Production Company: The Butchery, The Refinery
Editor: Joanna Scott
DoP: Jeremy Rouse
Production designer: Nicki Gardiner
Sound: Rumble Studios
Music: Level 2 Music
Photographer: Derek Henderson
Media agency: Spark
Spark Foundry General Manager: Mathew Turl
Spark Foundry Client Director: Kaylene Tunney
Spark Foundry Client Manager: Nell Corbett