It seems as though there’s an insurance ad every break. If you did a bit of data hunting, you might even find out that there is. There are also some rather appealing positioning ideas out there. So when Core won the QBE account last year, it do so because it identified that the job first and foremost was to stand out from the pack.

And the creative idea that won the pitch has turned into the campaign that has just launched.

The story is simple. It’s about QBE’s “100% commitment” to helping its customers. It exaggerates the scenarios that can make people need to use their insurance, using a simple animation style by Mighty Nice to underline the humour. It’s entertaining and you pay attention. It differentiates QBE’s offer from the others.

The full campaign contains TV, out-of-home, radio, and digital.

It’s the right campaign at the right time for Core, underlining a recent growth spurt.

In addition to winning the QBE business, Core was also awarded the digital and brand creative for cosmetic brand Ella Baché towards the end of 2014 and had its existing relationship with Victa renewed after a creative pitch. In the past month, the agency has also moved into larger offices in Sydney’s Surry Hills.

Creative credits:

Advertising Agency: Core

Creative partners: Jon Skinner & Christian Finucane

Agency producer: David Steindl

Production House: Mighty Nice

Mighty Nice executive creative director: Darren Price

Animation director: Robertino Sambrano

Mighty Nice producer: Gabrielle Joosten

Media agency: Carat