Title | THE BILLUSIONIST - HEALTH |
Brand | ISELECT |
Product / Service | INSURANCE COMPARISON |
Category | A09. Consumer Services / Business to Business |
Entrant | FENTON STEPHENS South Melbourne, AUSTRALIA |
Idea Creation | FENTON STEPHENS South Melbourne, AUSTRALIA |
Production | REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Jess Wheeler | Fenton Stephens | Associate Creative Director |
Guillermo Carvajal | Fenton Stephens | Senior Art Director |
Alex Fenton | Fenton Stephens | Creative Director |
As a somewhat ridiculous metaphor for iSelect's ability to take people's bills and make them smaller, a couple have just discovered their health insurance bill has increased again. The woman frustratedly exclaims, 'we need iSelect!'. Then, in a dramatic plume of orange smoke, a glittering orange magician appears in their lounge room. "Enter the Billusionist!". Snatching the problem bill, he stuff it inside a hat with hundreds of other bills and compares them. He places the bill on the woman's hand and asks "Is that your bill!?". It's a rabbit. But inside the rabbit's ear... is a SMALLER BILL.
iSelect is a well known brand in Australia once known for its irreverence and humour. After years of agency changes, the brand had lost its way. iSelect had shed its personality, its iconic orange colour and tagline and was suffering its worst financial performance in years. We won the latest pitch on the brand by bravely ditching their modern positioning as a 'life admin' brand and instead focusing on the benefit they provide consumers - 'smaller bills'. But with the fun and irreverence they once had. And we did that by creating - THE BILLUSIONIST. An illusionist, but with bills.