TO GET AHEAD USE OURS

TitleTO GET AHEAD USE OURS
BrandMAS
Product / ServiceFINANCE AND INSURANCE
CategoryA01. Posters
EntrantSUGAR & PARTNERS Auckland, NEW ZEALAND
Entrant Company SUGAR & PARTNERS Auckland, NEW ZEALAND
Advertising Agency SUGAR & PARTNERS Auckland, NEW ZEALAND

Credits

Name Company Position
Dave Nash Sugar/Partners Creative Director
Damon O'leary Sugar/Partners Creative Director
Damon O'leary Sugar/Partners Copywriter
Dave Nash Sugar/Partners Copywriter
Dave Nash Sugar/Partners Art Director
Hamish Mcarthur Sugar/Partners Designer
Hamish Mcarthur Sugar/Partners Illustrator
Dennis Carroll Sugar/Partners Account Director

Brief Explanation

Life insurance/Financial advice is a category littered with old-hat imagery of grey-haired men playing golf, sailing on yachts or looking at sunsets with their spouse. - Usually with images plucked straight from a stock book. We wanted to stand out from this cliche crowd with an idea that represents the independent organisation that is MAS - known for a fresh approach to Life planning.

The Brief

Our brief was to provide instant visual differentiation that communicated the MAS difference - with strict budget limitations.

How the final design was conceived

We answered this with an idea that used illustration - through unique design and art direction - as the way to: Firstly - engage readers with an interesting visual style then, Secondly - surprise with a tone not usually associated with staid and conservative Insurance messaging. We established a look we could own that was relatively inexpensive to produce.

Indication of how successful the outcome was in the market

Our idea uses a proprietary illustration style - with the client's brand colours - as an apt way to communicate our advantages in a cheeky, disarming tone. This has been so successful we are in the process of rolling it out across the entire organisation. To be taken across all touch points - including a complete new design for the MAS website - now featuring the new illustrative style.