Working with Quantum Jump to create a distinctive new platform for AA Life Insurance, with a mission to get more Kiwis insured.

Under the hero line ‘Making Life Easy’, we set out to approach life insurance in a more relatable and human way. Rather than showing other people’s lives and asking audiences to connect with them, we used familiar objects to prompt people to think about their own.

A pair of baby shoes. A set of house keys. An engagement ring. Simple objects that represent meaningful life moments and the things worth protecting.

The platform came to life across TV, digital, 1-to-1 and OOH, extending into AA Centres through an interactive point-of-sale experience featuring real props from the TVC.