State's recent 'My 3 Things' campaign aimed to show Kiwi consumers the company was actually very nice, cared about your stuff and, quite perplexingly, was looking to find a way to insure the things that were uninsurable. Now DDB New Zealand and AMI Insurance have taken a similar—although more light-hearted and colloquial—approach with a new campaign and repositioning statement for the company that aims to show it 'Insuring New Zealandness’.
We just can't seem to get enough of that New Zealand stuff in our advertising at the moment. Telecom just got back to the emotional stuff it knows recently, L&P has continued to tap into its unique style of quirky patriotism, DraftFCB claimed its new National Bank work was based on new notions of nationhood and, going back a few years now, NZI also tapped this rich cultural/comical vein. Now AMI has taken an even more explicit approach to our latent country-love with a campaign about protecting and celebrating all the things we hold dear about New Zealand.
"Through TV, print, online and outdoor this campaign holds up a microscope to some of our idiosyncrasies and says ‘Hey, Kiwis are a bit special and, as Kiwis ourselves, we don’t just get it, we tailor our business to suit this unique way of life.’"
‘Weekend Away’ and ‘Doing Stuff’, both directed by Adam Stevens from Robber's Dog, were the first cabs off the rank and there's one more spot to come. And, given the subject matter of the ads, it was perfectly timed for launch over the long weekend.
Executive Creative Director -- Toby Talbot
Creatives -- Rory McKechnie/Damian Galvin
Executive Producer -- Judy Thompson
Agency Producer -- Tania Jeram
Group Business Director - Aimee McCammon/Scott Wallace
Senior Account Manager -- Tim Cullinane/Maggie Antone
Director -- Adam Stevens (Robbers Dog)
Producer -- Mark Foster and Andy Mauger (Robbers Dog)
DOP -- Ian McCarrol
Sound -- Liquid Studios
Offline editor -- Peter Sciberras (The Butchery)
Online -- Blockhead
End Frames -- Oktober