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DDB NZ Uses Puppies and Grandma to Make Kiwis Care About AA Insurance

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Campaign produced by Scoundrel promotes AA's home and contents insurance

DDB NZ Uses Puppies and Grandma to Make Kiwis Care About AA Insurance
AA Insurance by its very name is better known as the expert in car insurance. Tasked to bring awareness to the fact AA Insurance also offer award-winning home and contents insurance, DDB has created this new campaign.

The strategy for the work was simple; insurance is boring and it's hard to make people care so DDB called in some unique talent that was impossible to ignore.





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?"

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Creative Agency

Art Director: Borja Iciz

Business Coordinator: Frankie Everard

Business Lead: Kate Lines

Copywriter: Kiran Strickland

Creative Agency: DDB NZ

Executive Creative Director: Shane Bradnick

Executive Producer: Judy Thompson

Planning Director: Andy Bell

Senior Business Director: Carly Pratt

Senior Planner: Anna Gunnell

Senior Producer: Samantha Royal

Production Company

Director: James Dive

DOP: Crighton Bone

Executive Producers: Adrian Shapiro

Producer: Nikki Smith

Production Company: Scoundrel

Offline

Editor: Julian Currin

Client

Advertiser: AA Insurance

Chief Creative Officer: Damon Stapleton

Post Production / VFX

Post Production Company: Blockhead

Music

Composer: Liquid Studios

Categories: Home, Pet Supplies

DDB New Zealand, Thu, 11 May 2017 02:57:47 GMT