Colenso BBDO and insurer, AMI, have created a series of wonderfully entertaining little stories about magical objects for New Zealanders. There’s the story of Tap who aspires to be a fountain. There’s the story of Post, an aspiring magician whose tricks include invisibility. And there’s TV who is bored, so that “when gloved hand swept TV up into the armpit of possibility, TV simply thought, ‘Ooh, I must remember to write’.”

People should love these little stories. The copywriting is superb and Finch director, Alex Roberts’, directing decisions do a brilliant job of telling the stories.

AMI should be rewarded. The campaign is called On Your Side and it delivers the idea that AMI is, in such a striking different way. The stories are inspired by real experiences of how AMI customers say they feel when something goes wrong in their lives, that inanimate objects can have a mind of their own and the world can be mean.

“Humanness is at the centre of AMI’s values and our team members are committed to being on the side of our customers. This means we know that when something happens and a customer makes a claim, listening to them goes a long way in making them feel that we’re on their side when it might feel to them like the world isn’t,” stated AMI marketing manager, Jessica Bunker.

“A key part of the creative strategy was to give these everyday inanimate objects quirky personalities and to create a memorable campaign that also resonates with Kiwis’ everyday lives.”

Henry Kozak, strategy director at Colenso BBDO, added, “New Zealanders need to know their insurer is going to be on their side when they call to make a claim. They need to know they have their best interests at heart and that they’ll respond with understanding in those often stressful moments. On your side is AMI reinforcing that promise.”

On Your Side launched this week across New Zealand on TV, in OOH, digital, press and social channels.

Credits

Agency: Colenso BBDO

Production Company: FINCH
Director: Alex Roberts
Managing Director: Corey Esse
Executive Producer & Producer: Jimena Murray
DOP: Ginny Loane
Editor: Lucas Baynes @ ARC Edit

Post Production Perceptual Engineering
Colourist: Matic Prusnik
Online: Jon Baxter @ Perceptual Engineering
Music & Sound Design Producer: Tamara O’Neill

Music Composition: Peter van der Fluit
Sound Design & Music: Liquid Studios
Sound Engineer: Craig Matuschka

Client: AMI
Marketing Manager: Jess Bunker
Senior Segment Manager: Melanie O’Leary
Marketing Coordinator: Meika Etheridge
General Manager, Customer and Marketing: Renee Milkop-Kerr

Media: PHD Media