Scars are proof that people are both fragile and strong. They are both badges to be worn with pride – a sign of a life lived – and reminders that we all need support at times.
Very clever of BMF to notice this.
BMF has positioned TAL as that support in its campaign, Human Insurer, with its campaign that celebrates the humanity of Australians’ scars.
BMF executive creative director, Alex Derwin, stated, “This campaign has been a labour of love for everyone involved. There’s a fine line between sentiment and mawkishness, and I think we hit exactly the right note. I’m so proud of the outcome and it goes without saying that we couldn’t have done it without an industry leading client, our exceptional production partners, and one of the most talented directors in the business.”
Ant Wilson, TAL general manager of brand and communications, noted, “Our products and services support customers during some of their most difficult times and this is an important conversation to have. This campaign recognises that when you live your life to the fullest, life will leave its mark on you – and in these moments we partner with our customers to help them get back to the very best version they can be.
The TVCs will be supported across digital, social and out of home through an integrated media approach developed by Spark Foundry.
Executive Creative Director: Alex Derwin
Deputy Executive Creative Director: Jen Speirs
Senior Copywriter: James Sexton
Senior Art Director: Nadia Ahmad
Executive Planning Director: Christina Aventi
Group Strategy Director: David Warren
Managing Director: Stephen McArdle
Group Account Director: Danielle Richards
Account Director: Stef Barry
Account Executive: Phoebe Good
Head of Broadcast: Jenny Lee-Archer
Agency Producer: Tamara Kennon
Art Buyer: Basir Salleh
Print Producer: Jane Winnick
Production Company : Scoundrel
Director: Michael Spiccia
Executive Producers: Kate Gooden & Adrian Shapiro
Post Production Companies: The Butchery & The Refinery
Editor: Joanna Scott
DoP: Jeremy Rouse
Production designer: Nicki Gardiner
Sound: Rumble Studios
Music: Level 2 Music
Photographer: Derek Henderson
Media agency: Spark
General Manager Brand & Communications: Ant Wilson
Senior Manager, Brand Strategy: Camille Hiess
Manager, Brand & Customer Advocacy: Jeannie Vo