TAL celebrates physical and emotional scars in new campaign
Physical and emotional scars are showcased in the latest life insurance campaign from TAL.
The new TV commercial aims to show that scars are a symbol of strength and the life that a person has lived.
The ad shines a light on survivors of strokes and burns, amputees and people who have had major surgery. A young family is also shown celebrating the birthday of their lost wife and mother.
Created by BMF, the campaign marks a repositioning of the life insurance brand to be Australia’s ‘human insurer’.
BMF executive creative director Alex Derwin said: “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. 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.”
An example of TAL’s outdoor execution
Ant Wilson, TAL general manager of brand and communications, said in a statement: “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.”
The campaign will be executed across TV, digital, social and out of home. Media buying will be completed by Spark Foundry.
Credits
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
