Apia takes a look at the real-life, relatable moments over 50s experience with its new campaign via DDB Group Melbourne.

For 30 years Apia has been designing products and services for Australians over 50. This new Home Insurance, Health Insurance and Multi-Policy Discounts campaign aims to speak to people in a way that's refreshing, relatable and humorous.

Says Travis Hughes, manager marketing, Apia: "Apia is in a unique space having a very set target market, which allows us to explore the moments and attitudes that matter to this audience without trying to relate to everyone. We look forward to expanding on this campaign in the future."

Says Stuart Turner, executive creative director, DDB Group Melbourne: "We believe this work is a step in the right direction for a category that has historically been misunderstood and misprepresented.

"By showing meaningful life stage moments our audience can connect with, like selling the family home or reviewing their health insurance, these spots speak to culture and look to build feeling - both of which are at the heart of everything we do here at DDB Group Melbourne."