Says Shane Bradnick, ECD, DDB: "AA Insurance really care about their customers and they have the awards that prove it. However, the truth is that people don't think about, let alone care about insurance, until they need it. What they may care about is grannies, puppies or delicious looking pancakes. So, we thought if we put those things in front of a giant logo, and it made people smile, laugh or even hungry, then it may also help them remember that AA Insurance offers home and contents, and to sign up before they actually need insurance."

Says Melodie Vickars, brand, sponsorship and acquisition manager for AA Insurance: "This collection of work tackles a business problem for us in an honest, upfront and interesting way. Besides, what other insurance provider can offer to make you feel all 'warm and gooey inside', just like your favourite chocolate pudding?"