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.

Credits

Agency: BMF

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

Client: TAL

General Manager Brand & Communications: Ant Wilson

Senior Manager, Brand Strategy: Camille Hiess

Manager, Brand & Customer Advocacy: Jeannie Vo