With a mission to get more Kiwis insured, we created a distinctive new platform for AA Life Insurance under the hero line ‘Making Life easy’.

Life insurance is a topic people often avoid; not because they don’t care, but because thinking about life, and death, is confronting. We didn’t want to show other people’s lives and ask viewers to care; instead, we used personal, familiar objects that could represent anyone’s experience. A pair of baby shoes.

A set of house keys. An engagement ring. Objects that connect to moments in real life, and provoke thoughts about their own journeys. The platform flexed across TV, digital, 1-1 and OOH, extending into AA Centres with an innovative point-of-sale experience, including real props from the TVC on display for people to engage with while they wait.