Tower and Bastion Shine launch new brand campaign

Kiwi insurer Tower has unveiled a new brand campaign with Bastion Shine.

The fully integrated campaign, ‘The Misses’, brings a humorous twist to the everyday unpredictability of home, contents and car mishaps.

It features a trio of relentlessly upbeat agents of chaos: Miss Haps, Miss Takes and Miss Fortune. They each personify unexpected events that Tower helps its customers overcome, showing that even when things go wrong, they’re never alone.

A brand evolution

Built on the insight that life’s accidents rarely come with warning, The Misses marks a step forward in Tower’s brand evolution.

Partnering with Bastion Shine, the insurer set out to reimagine how it could appear in a traditionally conservative category and create deeper emotional connections.

The result reinforces Tower’s core promise: helping customers think ahead and protect what matters most with a digital led approach.

Creative and characterful

The project was developed under the leadership of Tower’s chief customer and marketing officer, Michelle Finch. She says the campaign perfectly captures the brand’s identity and ambition.

“It’s creative and characterful but still grounded in our core promise to help customers protect what matters most.

“This campaign connects everything we’ve been doing as a business. From simplifying products to digitising the experience, it brings all of that into a single powerful story laddering up to forward thinking,” says Finch.

Bastion Shine’s newly appointed chief creative officer Oli Green developed the campaign. Meanwhile, Holly Dean, the newly appointed GM of social, led a bespoke 24 episode content series, ensuring the brand’s message engages across platforms.

“With The Misses, we set out to make a campaign that grabs and holds attention,” says Green.

“The characters are entertaining and disruptive but also serve a clear role. They show how Tower helps customers stay one step ahead of chaos. It’s big brand storytelling with personality.”

More than a creative leap

Toby Sellers, Bastion Shine’s CEO, says the initiative is Tower’s most distinctive campaign yet. It is designed to shift perceptions and deliver strong cut-through in what is typically a lower engagement category.

“Tower’s brand is about forward thinking, which means they take a proactive approach to supporting their customer’s needs.

“The Misses is a smart and distinctive platform designed to disrupt the way people think about insurance,” says Sellers.

The Misses is now live across TV, online video, digital and social environments.