Pinnacle Life's first campaign with YoungShand asks Kiwis to think about what makes them feel lucky and take a look at the consequences when they're no longer there to protect them.
The campaign is part of Pinnacle Life's new brand platform: 'Protect What Makes You Feel Lucky'.
The brand campaign was launched with a 30-second teaser spot that introduces the 'world's luckiest man', and shows a series of fleeting moments where people feel lucky: marriage, birthdays, children.
The 60-second hero spot continues the same story, but this time from the perspective of 'our boy', focusing on the consequences of what can happen when you haven't taken the steps to protect the people who make you feel fortunate.
The spot starts off the same, with the joyous moments, but continues to the protagonist dying young and his family being evicted from their house.
The spots were directed by Zia Mandviwalla at Finch.
YoungShand creative director Anne Boothroyd says the campaign brings to life that insurance is important to protect families if the breadwinner dies unexpectedly.
"We didn't want to shy away from the realities of what can happen, but we knew we needed to create a story that we could all resonate with and reflect onto our own lives.
While many insurance companies lend towards the comical route when focusing on such heavy topics, it was important to Pinnacle Life to deal with them head-on, YoungShand client services director Emma Dalton says.
"Kiwis avoid taking out insurance policies and run the gauntlet, so to speak, for as long as possible. This campaign is a powerful reminder of just how important it is to be covered, should the unexpected happen."
Pinnacle Life marketing manager Jane Barron says it has been a team effort to pull off this campaign – the first produced by YoungShand since Pinnacle Life signed with the agency last year.
"Both sides have challenged each other, with YoungShand pushing the envelope in terms of creative strategy, as we seek to meet our business objectives in an industry under scrutiny. We are extremely happy with the end result and excited about our new brand platform."
First launched on digital and television, the campaign will be supported by a series of targeted messages that focus on what makes Pinnacle Life different from other players in the life insurance space. It will also roll out on radio and outdoor.
Agency - YoungShand
Creative director - Anne Boothroyd
Creative director - Scott Maddox
Copywriter - Karla Tarr
Art director - Ben Carroll
Client service director - Emma Dalton
Senior account manager - Daniel O'Leary
Strategy director - Jesse Kelly
Agency film producer - Esther Watkins and Fiona Champtaloup Executive Digital Producer - Kat Cox
Designer - Ryan Overeem
Media account director - Kathleen Gunther
Media planner - John Waltmann
Film company - Finch
Director - Zia Mandviwalla
Producer - Yolande Dewey DP - Marty Williams
Editor - Luke Haigh
Post production - Blockhead
VFX artist - Richard Betts Colourist - Pete Ritchie
Sound studio - Liquid Studios
Composer - Peter van der Fluit
Senior sound engineer - Craig Matuschka
Stills - Match Photographers
Photographer - Troy Goodall