Ash Barty and Stephanie Gilmore star in new AIA Australia campaign

Insurance brand AIA Australia has launched a new campaign via Bullfrog.

The campaign features new AIA Vitality Ambassadors, Ash Barty and Stephanie Gilmore.

In the 60-second spot, a man is followed around by Barty and Gilmore, who help him make decisions that are “all or something”, encouraging people to enact small changes to improve their wellbeing.

Bullfrog CEO Dalton Henshaw said: “Growing up, all our sporting heroes (and their big-time sponsors) stood on this pedestal, preaching the old ‘no pain no gain’ attitude. So we’re left thinking, ‘well if I can’t give 110% I might as well give up’. But this new mindset gives us permission to be human. It’s not about health kicks or cheat days, it’s about a lasting behavioural shift.”

AIA Australia CEO Damien Mu added: “At AIA, we’re passionate about helping Australians to live healthier, longer, better lives. In order for this to be possible, Aussies need positive physical and mental wellbeing, and this starts with the right mindset when it comes to choosing healthy lifestyle behaviours. All or Something is a refreshing evolution from the traditional black-and-white approach when it comes to diet and exercise. By empowering Australians to focus on the small somethings, life becomes more enjoyable and healthier habits are sustained.”

On the ‘All or Something’ movement, AIA Australia chief shared value and marketing officer Stephanie Phillips commented: “AIA and Bullfrog have worked closely together to bring this campaign to life. We believe that our vision for Australia to be the healthiest and best protected nation in the world can in fact become a reality, and our All or Something campaign will be instrumental in this occurring.”

Bullfrog creative director Dan Sparkes said: “I think a lot of people (myself included) currently resonate with that old school approach to health, and could do with a new one. And it’s been a pleasure to see the effect of this campaign – even before it hits the public. From the Bullfrog team, to production partners and ambassadors, everyone’s started noticing those ‘All or Something’ moments in their own lives. Only now, when we feel like we can’t ‘just do it’, we just do a little something.”

One of the campaign’s assets

The campaign is on TV, contextual out-of-home, social, digital, CRM and PR.


Client: AIA Australia

Damien Mu – CEO Australia and New Zealand

Stephanie Phillips – Chief Shared Value and Marketing Officer

Kelly Thomas – Head of Brand Strategy

Mirella Gigliotti – Manager, Brand Campaigns

Rob Wilde – Senior Manager, Branded Content

Stephanie Bacon – Senior Manager Events and Sponsorship

Suzanne O’Bree – Marketing Manager, AIA Vitality & CRM

Kathryn Kelly – External Communications Manager

Jordan Drummond – Manager, CEO Office

Jordan Beasley – Head of Health Marketing

Chris McMahon – Senior Specialist, Direct Marketing

Agency: Bullfrog

Dalton Graham – CEO

Sarah Raine – General Manager

Daniel Sparkes – Creative Director

Katarina Matic – Senior Art Director

Lauren Eddy – Senior Copywriter

Chris Steele – Strategy Director

Ben Thomas – Strategy Director

Tim Shelley – Branding and Experience Creative Director

Alex Roby – Senior Designer

Deniel Briers – Senior Designer Chris Miles – Finished Artist

Jo Hardy – Head of Account Management

Megan Wailes – Senior Account Director

Chrissie Minnella – Senior Account Director

Anna Hampton – Senior Account Director

Natalie Xenos – Senior Account Manager

Lucy Puglielli – Account Executive

Chelsea Nieper – Head of Production

Robyn Dodd – Senior Producer

Chris King – Senior Producer

Jacqui Mooney – Head of Content

Asha Burnley – Social Media Manager

Jacinta Stante – Traffic Manager

Emily Han – Traffic Manager

Production Company: Good Oil

Dave Woods – Director

Simon Thomas – Executive Producer

Lee Thomson – Producer

Max Walter – Director of Photography

Sarah MacKinnon – Production Manager

Casting Agency: Ben Parkinson Casting

Post Production: The Editors

Charlotte Griffiths – Producer

Simon Njoo – Senior Film Editor

Shannon Michaelas – Assistant Editor

Post Production: Manimal

Carol Sinclair – Producer

Trish Cahill – Colourist

Ryan Brett – VFX and Online Editor

Chris Betteridge – VFX

Music Composition: Song Zu

Ian Lew – Partner and Managing Director

Ramesh Sathiah – Partner, Creative Director & Composer

Sound: Bang Bang

Sam Hopgood – Senior Audio Engineer

Stills: Compadre Picture Co

Christian Tiger – Photographer

Gabrielle Hughes – Retoucher

Media Agency: Hatched

Adrian Roeling – Manager Partner

Christina Coco – Business Director

Andrew Pascoe – Head of Planning

Sharna McIntyre – Trading Manager

Kim Leopoldo – Media Manager

Jasmine McCulloch – Media Executive

Sophie Charos – Media Coordinator

Lucy Riordan – Performance Director

Madeline Sirianni – Performance Manager

Mario Bergmann – Senior Performance Executive

PR & Events Agency: Bastion Agency

Richard Chapman – Bastion Amplify CEO

Matt McCann – Bastion Experience CEO

Natalie Arnull – Group Business Director

Camille Hanton – Senior Business Director

Georgia Comensoli – Media Director

Bridget O’Sullivan Client Service Director

Caroline Roe – Senior Account Manager

Marika Mulvey – Lead Producer

Kelly McCarthy – Producer

Alexandra Stopp – Account Executive

Pip Robinson – Account Coordinator

Talent Management: NC Management

Talent Consultation: RCKT Co


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