AUCKLAND, Today: Pinnacle Life last week launched its new brand campaign via YoungShand, asking Kiwis to think about what makes them feel lucky, and the consequences when they’re no longer there to help protect them.
“A bold step,” says CD Anne Boothroyd, “in a life insurance industry that has traditionally glazed over the very matters they deal with on a daily basis.”
The campaign, which kicked off with a 30sec teaser spot, introduces ‘the world’s luckiest man’. Shot by Zia Mandviwalla from Finch, we are drawn into a series of fleeting moments where we often reflect on feelings of gratitude or luck in our own lives – that is until our protagonist’s final moments.
The 60sec hero spot (above) tells the same story, but from the perspective of ‘our boy’ focussing on consequences.
“We didn’t want to shy away from the realities of what can happen, but we knew we needed to create a story that we could all resonate with and reflect onto our own lives,” Boothroyd said.
“This is the first creative campaign produced for Pinnacle Life by YoungShand since they signed last year.”
“Traditionally, life insurance ads have avoided showing the consequences of what can happen when we don’t take steps to protect the things that matter most. Kiwis also tend to avoid the confronting conversations required to make sure the right things are in place should they pass away unexpectedly.”
YoungShand client services director Emma Dalton said: “Kiwis avoid taking out life insurance policies and run the gauntlet (so to speak) for as long as possible. In fact, we are one of the most underinsured nations in the world. This campaign is a powerful reminder of just how important it is to be covered, should the unexpected happen.”
Adding to this, the recent FMA Audit into the insurance industry has placed some doubt in consumers’ minds about where their hard-earned policy payments are going and whose pockets they are lining.
This is the first creative campaign produced for Pinnacle Life by the YoungShand team since they signed with the agency last year.
Pinnacle ceo Gillian Vaughan said: “It’s been a pleasure working with YoungShand, as it has taken a real team effort to pull this campaign together. Both sides have challenged each other, with YoungShand pushing the envelope in terms of creative strategy, as we seek to meet our business objectives in an industry under scrutiny.
The brand campaign, which launched across both digital and television channels, will be supported by a series of targeted messages, with digital media working alongside traditional channels, such as OOH.
YoungShand CD Scott Maddox said: “We partnered with Finch and Liquid Studios to bring this idea to life, and we’re really pleased with the outcome.”
CREDITS
Agency: YoungShand
Creative Director: Anne Boothroyd
Creative Director: Scott Maddox
Copywriter: Karla Tarr
Art Director: Ben Carroll
Client Service Director: Emma Dalton
Senior Account Manager: Daniel O’Leary
Strategy Director: Jesse Kelly
Agency Film Producer: Esther Watkins and Fiona Champtaloup
Executive Digital Producer: Kat Cox
Designer: Ryan Overeem
Media Account Director: Kathleen Gunther
Media Planner: John Waltmann
Film Company: Finch
Director: Zia Mandviwalla
Producer: Yolande Dewey
DP: Marty Williams
Editor: Luke Haigh
Post Production: Blockhead
VFX Artist: Richard Betts
Colourist: Pete Ritchie
Sound Studio: Liquid Studios
Composer: Peter van der Fluit
Senior Sound Engineer: Craig Matuschka
Stills: Match Photographers
Photographer: Troy Goodall
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