COLLARBONE

TitleCOLLARBONE
BrandTAL
Product / ServiceLIFE INSURANCE
CategoryA09. Consumer Services / Business to Business
EntrantBMF Sydney, AUSTRALIA
Idea Creation BMF Sydney, AUSTRALIA
Media Placement SPARK FOUNDRY Sydney, AUSTRALIA
Production SCOUNDREL Sydney, AUSTRALIA
Production 2 THE REFINERY Darlinghurst, AUSTRALIA
Production 3 RUMBLE STUDIOS Sydney, AUSTRALIA
Production 4 LEVEL TWO MUSIC Melbourne, AUSTRALIA

Credits

Name Company Position
Alex Derwin BMF Executive Creative Director
Jen Speirs BMF Deputy Executive Creative Director
James Sexton BMF Senior Copywriter
Nadia Ahmed BMF Senior Art Director
Christina Aventi BMF Executive Planning Director
David Warren BMF Group Strategic Director
Stephen McArdle BMF Managing Director
Danielle Richards BMF Group Account Director
Stef Barry BMF Account Director
Phoebe Good BMF Account Executive
Jenny Lee-Archer BMF Head of Broadcast
Tamara Kennon BMF Agency Producer
Basir Salleh BMF Art Buyer

Cultural/Context information for the jury

Life insurance should be something people feel good about owning. But unfortunately, the life insurance category today in Australia is both misunderstood and mistrusted. The ambition was to show the strength and resilience of people who have been through a serious illness, injury or bereavement and demonstrate how Australia’s leading life insurance, TAL will be there to support them back to the very best version they can be, during some of their most difficult times. The outdoor campaign shifted TAL’s frame of reference from ‘life insurance’ to ‘insurance for life’ and broke the category formula of ‘fearmongering’, and impacted the audience by showcasing the humanity of Australians’ scars.