The latest chapter of the national insurer’s ‘Because Australia’ brand platform.
AAMI and Leo Australia have unveiled the latest chapter of the national insurer’s ‘Because Australia’ brand platform, this time taking a distinctly Aussie look at luck itself.
While Australia may be known as the lucky country, there’s only so much luck to go around. For every win, there’s a wobble. For every fluke, a fail.
The new multichannel campaign brings this idea to life through a hero film, which guides viewers through moments where one person’s good fortune is perfectly balanced by someone else’s not-so-lucky turn.
A kind of luck yin and yang. The film’s narrator muses. “While you’re having a rippa, someone else is having a shocka. Yeah, it’s all connected. And you never know which end of the stick you’re going to get."
As modern life speeds up, the quirks of Australian life mean surprises can pop up at any moment, making unpredictability practically part of the national fabric.
“AAMI recognises life can be unpredictable - from the lucky everyday moments of quintessential Aussie life to the unlucky times when our customers need us the most; AAMI is there to support and make it easier,” said Mim Haysom, EGM brand and customer experience, Suncorp.
“There’s no insurance brand in Australia better placed to reflect the unique realities of Australians’ lived experiences.
“That’s something this campaign does so well, whilst reinforcing our enduring brand line “Lucky you’re with AAMI” and strengthening our position as Australia’s national insurer.”
Tim Woolford, executive creative director, Leo Australia, says the agency loves the way this campaign builds on the idea of the lucky country with a new twist.
“Who doesn’t love a bit of straight-up Aussie pseudo-science?” he said.
“The idea that there’s only a finite amount of luck to go around is the kind of tall tale you hear around a campfire, so working with Australian actor David Field to be that whimsical narrator was a real highlight.”
With media led by OMD, the national campaign will run throughout the year across TV, online, OOH, social, cinema, digital, radio, and in stadiums.
Credits
Client: AAMI - Suncorp Group EGM Brand and Customer Experience: Mim Haysom Head of Brand and Content: Rapthi Thanapalasingam AAMI Marketing Manager: Julia Reimnitz AAMI Marketing Lead: Liza Friedman AAMI Marketing Specialist: Lisa Marshall
Creative agency: Leo Australia
CEO: Clare Pickens
Chief Creative Officer: Andy Fergusson
Executive Creative Director: Tim Woolford
Creative Director: Michelle Walsh
Senior Art Director: Madeleine Batkin-Walkerden
Chief Strategy Officer: Catherine King
Group Strategy Director: Mitch Hunter
Chief Client Partner: Amanda Wheeler
Group Business Director: Hannah Austin
Business Director: Tash Tollo
Publicis Production
Executive Producer: Justine Dooner
Production Company: Scoundrel
Director: Tim Bullock
Executive Producer: Adrian Shapiro
Executive Producer: Kate Gooden
Producer: Charlie Taylor
DOP: Crighton Bone
1st AD: David Lethem
Production Manager: Amanda Yu
Production Designer: Neville Stevenson
Casting: i4 Casting & Nick Hamon Casting
Edit: Adam Wills
VFX/Post Production: Fin Design & Effects
Colourist: Matic Prusnik
Music + Sound: OTIS
Media agency
OMD Australia
