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Confronting Campaign for TAL Sees Australians Bare Their Scars

Creative 203 Add to collection

The 'Human Insurer' campaign was developed by BMF Sydney for the life insurance specialist

Confronting Campaign for TAL Sees Australians Bare Their Scars

Leading Australian life insurance specialist TAL celebrates the humanity of Australians’ scars in a new campaign via BMF Sydney that positions the brand as a ‘Human Insurer’.

Nothing contrasts human fragility with strength better than our scars. They are something we all have, but each one is personal and tells an intimate story of an injury or illness that we overcame. They shouldn’t be hidden away. They should be worn with pride. A sign of a life lived.



Says BMF ECD Alex Derwin: “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, hopes that the campaign will broaden Australians’ understanding of the services TAL offers. Says Ant: “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.


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Production Company

Director: Michael Spiccia

DOP: Jeremy Rouse

Editor: Joanna Scott

Executive Producers: Kate Gooden, Adrian Shapiro

Music: Level 2 Music

Post Production: The Butchery, The Refinery

Production Company: Scoundrel

Production Designer: Nicki Gardiner

Sound: Rumble Studios

Creative Agency

Account Director: Stef Barry

Account Executive: Phoebe Good

Agency Producer: Tamara Kennon

Art Buyer: Basir Salleh

Creative Agency: BMF Sydney

Deputy Executive Creative Director: Jen Speirs

Executive Creative Director: Alex Derwin

Executive Planning Director: Christina Aventi

Group Account Directors: Danielle Richards

Group Strategy Director: David Warren

Head of Broadcast: Jenny Lee-Archer

Genres: People

Categories: Insurance, Finance

BMF, Wed, 12 Jun 2019 07:12:36 GMT