AIA New Zealand shows why 'Small Steps Matter' via Bullfrog

6 April 2021

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The campaign stars Dame Valerie Adams.

AIA New Zealand heroes its science-backed health and wellbeing program AIA Vitality to New Zealanders with an integrated campaign from Melbourne independent creative agency Bullfrog.

Busting the myth of overnight success, the Small Steps Matter campaign champions the power of small, achievable steps when it comes to our health and wellbeing whilst educating the audience on the unique benefits that AIA Vitality offers.

AIA NZ chief strategy officer Angela Busby says: “In a sport where success is measured in centimetres, no-one knows the power of small steps more than Dame Valerie Adams. We want to show Kiwis what they can achieve with their health and wellbeing and how we can help them get there.”

Bullfrog planning director Chris Steele says: “This year the world is already focused on high performance sport, so we wanted to remind New Zealanders that while our individual goals and dreams might be different, the way to move towards them is the same for an elite athlete as it is for you and me.”

Bullfrog CEO Dalton Graham says: “Working with a purpose-driven organisation like AIA New Zealand is fantastic. The category had drifted to a sea of sameness recently, and we think this side of Dame Valerie’s story and the strategy behind ‘Small Steps Matter’ will earn AIA New Zealand a great share of attention in the market.”

The integrated campaign Small Steps Matter launched via an integrated media strategy by independent media agency Together.

Client: AIA New Zealand (NZ)
CEO AIA Australia and New Zealand (ANZ): Damien Mu
CEO AIA NZ: Nick Stanhope
AIA NZ Chief Strategy Officer: Angela Busby
AIA ANZ General Manager Brand and Marketing Service: Kate Leplaw
AIA NZ Head of Brand: Janet Meacher
AIA NZ Head of Corporate Social Responsibility: Anna Biss
AIA NZ Manager Branded Content: Emma Punter

Creative Agency: Bullfrog
CEO: Dalton Graham
Creative Director: Dan Sparkes
Planning Director: Chris Steele
Creative: Amy Peden, Chris Ellis, Tiana Gibbons-Campbell
Client Service Director: Libby Gude
Account Manager: Lucy Bulling
Senior Producer: Chris King

Talent: Dame Valerie Adams
Dame Valerie Adams Management: Nicole Antonelli @ Halo Sport

Director: Charlotte Evans
DOP: Tammy Williams
Production Manager: Lissandra Leite
Editors: Alexander Gandar, Christopher Axiaq
Colourist: Matic Prusnik
Stylist: Tori Ambler
Art: Laura Taylor
Sound: Paul Le Couteur @ Squeak E. Clean Studios
Music: Mike Newport
Voice Over: Rena Owen

Photographer: Hamish Melville

Media: Together
Managing Partner: Rufus Chuter
Client Director: Josh Reiri-Allen
Senior Executive: Jacob Williams
Search Director: Adveta Dethe
Programmatic Manager: Melvin Hadi

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