Product / ServiceSTATE INSURANCE
CategoryA01. Art direction/Production design
Entrant Company FINCH Sydney, AUSTRALIA
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND
Production Company FINCH Sydney, AUSTRALIA


Name Company Position
Jae Morrison Finch Director
Jimena Murray Finch Producer
Rob Galluzzo Finch Executive Producer
Karen Bryson Finch Executive Producer
Duncan Cole Freelance Director Of Photography
Phil Ivey Freelance Production Designer
Andrew Timms Beryl Post Production Supervisor
Mat Ellin Beryl Post Production Supervisor
Pete Ritchie Blockhead Colourist
Jon Cooper The Coopers Of Franklin Rd Sound Design Arrangement
Mahuia Bridgman/Cooper Franklin Rd Music Composer
Nick Worthington Colenso BBDO Creative Chairman
Mick Stalker Colenso BBDO Deputy Creative Director
Jim Walsh Colenso BBDO Senior Art Director
Brodie Reid Colenso BBDO Business Director
Andy Mcleish Colenso BBDO Planner
Angela Vance Colenso BBDO Project Director
Taylor Holland Colenso BBDO Account Executive
Jen Storey Colenso BBDO Head Of Broadcast

Brief Explanation

Whereas most insurance companies will help you after an accident - when the damage is done, State Insurance wants to try and help Kiwis prevent the damage happening at all. That's what inspired the latest spot. It launches an App that gives State motor vehicle customers discounts on all sorts of things that will keep their cars in optimum condition, helping their customers stay safer and happier on the road. The challenge was to show prevention not repair. That challenge became a technical one and required a very smart production team. We produced elaborate, forced perspective sets. These sets, viewed from a specific angle, create the illusion of a car accident. When the camera moves, it reveals the damage never happened. "Usually with an insurance ad, you'd expect crashed cars to get repaired. This commercial was about prevention, so we needed a technique that showed crashed cars, which were revealed to be undamaged. Forced perspective models and screens allowed us to do just that, while making the reveal really watchable."