TAL launches new brand campaign via BMF

Australian life insurance company TAL has honed in on life’s defining moments in a new brand campaign set to premiere during the 2023 NAB AFLW finals this weekend.

Titled ‘Whatever Life Holds’, the campaign was created in partnership with BMF, the brand’s creative agency of record, and produced by Finch.

TAL chief customer and brand officer, Alex Homer, said the campaign captures the breadth and beauty of life.

“Whatever Life Holds is also a reflection of TAL’s deep commitment to delivering for our five million customers. Central to that is paying claims and providing support during their most challenging times – whether they are recovering from an injury or illness or after the loss of a loved one.”

Tom Hoskins, creative director, BMF added: “It’s the unpredictability of life that makes it truly beautiful. There are experiences we can control. Others we can’t. We show these defining moments, that often come and go in an instant, by treating them as beautiful moving portraiture, captured in the unique Australian sunlight that connects us all.”

Spearheaded by a 30 second TVC, with 15 second cutdowns, the creative cuts together a series of life’s most intense and intimate moments – from a mother holding her newly born child, to a family embracing at the funeral of a loved one.

The new work is the latest evolution in TAL’s brand platform which launched in 2016 with This Australian Life and Scars in 2019.

The campaign launches on Saturday with the TVC supported by outdoor and digital executions.


Client | TAL
Alex Homer | Chief Customer & Brand Officer
Antony Wilson | General Manager, Brand & Communications
Michelle Singer | Head of Brand
Joline Samawi | Brand Manager

Creative Agency | BMF
Chief Creative Officer | Alex Derwin
Creative Director | Tom Hoskins
Creative | Max Lom-Bor
Head of Art & Design | Lincoln Grice
Designer | Iva Madderom
Chief Strategy Officer | Christina Aventi
Planning Director | Thomasine Burnap
Chief Executive Officer | Stephen McArdle
General Manager | Richard Woods
Group Account Director | Victoria Venardos
Senior Account Manager | Anja Cherry
Head of TV | Jenny Lee-Archer
Art Buyer | Basir Salleh
Retoucher | Christopher Moore
Creative Services Director | Clare Yardley

Production Company | FINCH
Production Company | Title Artist Management
Source: Illuminate Communications


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