|Title||TO GET AHEAD USE OURS|
|Product / Service||FINANCE AND INSURANCE|
|Entrant||SUGAR & PARTNERS Auckland, NEW ZEALAND|
|Entrant Company||SUGAR & PARTNERS Auckland, NEW ZEALAND|
|Advertising Agency||SUGAR & PARTNERS Auckland, NEW ZEALAND|
|Dave Nash||Sugar/Partners||Creative Director|
|Damon O'leary||Sugar/Partners||Creative Director|
|Dave Nash||Sugar/Partners||Art Director|
|Dennis Carroll||Sugar/Partners||Account Director|
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.
Our brief was to provide instant visual differentiation that communicated the MAS difference - with strict budget limitations.
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.
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.