Australians bare their scars in TAL campaign

11 June 2019

Creative Agency: BMF
Media Agency: Spark Foundry

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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

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