Cigna celebrates life’s milestones

Cigna Insurance has launched a new brand campaign with Y&R Wellington that focuses on key life moments.

The 45-second spot—a collaborative effort by Y&R Wellington, Uprise Digital, OMD, BrandWorld and production company Eight—called ‘Life is Beautiful’ follows a young woman going through life’s milestones in a somewhat chronological order. She gets a tattoo, starts a career, falls in love, gets married, buys a house and has children. 

Cigna Insurance’s head of marketing Suzanne de Geus says “life is made up of a series of changes, through choices or chance and sometimes we don’t get to choose the pathway we take.”

“This new campaign is about celebrating life, all of life, no matter where it takes you. As changes happen, life insurance becomes more important to get sorted, so you can make sure the ones you love are protected and then get on with living a happy life full of the things you love,” says de Geus. 

This year marks Cigna’s 100th year of operation in New Zealand and the company hopes the campaign gets Kiwis to celebrate life, with full peace of mind that Cigna has their back.

Y&R executive creative director Kim Pick says it was a great opportunity to re-frame the Cigna brand, and talk to a new generation of Kiwis who aren’t necessarily following the same pathways as their parents in life.

Basing an ad on a pathway is keeping with a trend seen in Cigna’s 2016 advertising, which saw a Rube Goldberg machines employed to demonstrate how Cigna can help get things back on track.