GIO ad campaign focuses on ‘details’

GIO has launched its first major ad campaign since appointing Leo Burnett to the account in May, led by the brand proposition ‘We Cover Details’.  

Michael Cook, executive manager, GIO marketing said the animated ads which uses poetic language, aims to capture “the mindset of our customers and our approach to insurance”.

Leo Burnett executive creative director, Andy Dilallo added: “To give GIO a unique, identifiable presence in a cluttered product category, we have created a world of charming, meticulous-natured animated characters.”

Swedish animators Against All Odds also worked in collaboration with Melbourne-based production company XYZ Studios to create the new visual style.

November 4th, 2009 at 9:20 am

  • Email This Post
  • Twitter
  • Facebook
  • LinkedIn
  • MySpace
  • Digg
  • Yahoo Buzz
  • Sphinn
  • Technorati Favorites
  • Delicious

Comments


  1. Clinton
    4 Nov 09
    9:29 am

    2. Cute-ish ad – but where’s the extension of the proposition onto the website?

    http://www.gio.com.au

  2. Art Vandelay
    4 Nov 09
    9:44 am

    3. Does there always need to be one?

  3. Anonymous
    4 Nov 09
    9:56 am

    4. Clinton, you are a tool!
    It’s people like you who necessitates saturating ads with disclaimers. Get a life and google web addresses like everyone else in the world.
    Great ad, top level animation and oh, make the logo 10% bigger for Clinton!

  4. Gezza
    4 Nov 09
    10:17 am

    5. So you see children, it is possible to make an ad for a large financial services company that is enaging, relevant and with a singular brand proposition.

  5. john
    4 Nov 09
    11:43 am

    6. Adjusting the GIO logo on the mantlepiece is a bit twee! Was that part of a client request to feature the logo somewhere. The online campaign with over the page executions of the guy with his metal detector is just plain annoying!

  6. adwrighty
    4 Nov 09
    12:11 pm

    7. I like it. Gives me peace of mind that I’m not going to miss out / get stung for a clause in the small print. I hope they deliver on that…

  7. snowflake
    4 Nov 09
    2:25 pm

    8. Is the TVC voiced by David Wenham? Sounds a lot like him…

  8. Paul
    4 Nov 09
    4:10 pm

    9. Hmm as art it seems ok, but as a selling tool I think it is highyl forgettable, might appeal to the 4 to 12 yr old demographic

  9. Spunky1972
    4 Nov 09
    4:10 pm

    10. I was just commenting the other day on how creepy this ad is…is that just me?

  10. Anonymous
    4 Nov 09
    5:16 pm

    11. What are those crows saying????

  11. Spunky1972
    4 Nov 09
    5:22 pm

    12. @Anonymous

    What if

  12. Anonymous
    4 Nov 09
    11:15 pm

    13. I think the animation is amazing, more then solid effort. Hats off.

  13. Anonymous
    16 Nov 09
    9:56 pm

    14. GIO cant hide their image with animated characters

  14. Anonymous
    25 Nov 09
    4:59 pm

    15. Just have to say I F%$%@%ing this pathetic ad, I either have to block my ears or change stations, the massive noses on the “guy’s” but those F%#$ “crows” such a bloody annoying noise.

    HATE HATE HATE it

  15. aao
    28 Nov 09
    12:23 am

    16. Project GIO – Meticulous/Safety Net

    Agency Leo Burnett, Sydney

    Production company againstallodds/XYZ Melbourne

    3D and post services Milford

    Executive producer (XYZ) Hamish McDonald

    Executive producer (againstallodds) Josh Thorne

    Director againstallodds

    Creative directors Derek Picken/Niklas Rissler

    Producer Josh Thorne

    Production coordinator Rima Kassar

    Post Producer Johan Gustavsson
    VFX Supervisor John Roxenhed
    Animation Supervisor Jonas Moberg
    Project Manager Martin Widö

    Look Development Daniel Holmgren

    3d Artists
    Lead Robert Krupa
    Dan Faxe
    Jonas Laurell
    Hannes Drossel
    Stefan Lagerstam
    Sebastian Ekman
    Gustav Tell
    Daniel Bystedt
    Veronica Skogberg
    Kristian Mårtensson
    Animators
    Lead Tommie Löfkvist
    Jonas Forsman
    Laurent Clermont
    Calle Halldin
    Kristian Rydberg
    Tim Van Hussen

    2d Artists Fredrik Pihl
    Sophie Ljunggren
    John Wallin