Sydney, Australia – Following its announcement as the foundational client of creative startup Howatson+White, insurance giant Allianz Australia has unveiled its latest brand campaign work from the startup, centered on the simple theme of choices that mould us who we are.
The campaign, called ‘Behind You For What’s Ahead’, are three separate 30-second spots that embody the message of simple life choices that create simple yet impactful differences. From a mother who waits for her child to come back home before going to work to accepting a little chaos inside the home to embody a family relationship, all of these life moments define the ‘human’ in us: compassionate and jovial.
Speaking about the creation of the campaign, Chris Howatson, CEO and founder at Howatson+White, said the new campaign focuses on life’s every day, real and raw moments; and celebrates the courageous choices Australians make to determine their future, in seemingly small but significant ways.
“What a privilege it is to work with the Allianz team. This new brand work is significant in establishing a long and distinctive idea for Allianz, designed to work as powerfully internally as it will externally,” Howatson said.
Ant White, chief creative officer and co-founder at Howatson+White, meanwhile expressed that what they loved about their recent work is the celebration of the smaller life moments where our lives actually lived, and people choose their own future.
“To choose is to provoke every Australian to reconsider their insurance, but also what’s important to their everyday lives – choose to always say goodnight, take on the Australian road trip, open up to friends, or to let your home be lived in. To determine our own future is something we all control and something Allianz values,” White stated.
The latest campaign by Allianz Australia follows the global brand refresh of Allianz with a purpose of ‘we secure your future’. Allianz Australia is the first implementer of such brand refresh, making it the flagship of the renewed Allianz brand.
Michael Winter, chief general manager consumer at Allianz Australia, said, “Behind you for what’s ahead tells our customers who we are and what we stand for, and gives customers a reason to choose Allianz. We know that especially in times of uncertainty, people seek stability and trust, and insurance plays a key role in providing that confidence. We aim to secure our customers’ future, so they can have confidence in tomorrow.”
Meanwhile, Sophie Finn, general manager marketing at Allianz Australia, commented, “As our industry continues to navigate change, evolving to meet our customers’ needs, and ensure trust, is pivotal. Today, we are proud to be elevating the Allianz brand, and launching our new future-fit positioning and experience.
She added, “Through our new look and feel we aim to deepen our emotional connection with consumers, excite our customers, and most importantly, demonstrate to Australians there is a genuine choice when it comes to insurance.”
The campaign, which was launched 9 May 2021, is supported across an integrated mix of broadcast (TVC, Cinema and YouTube), digital, radio, print, and outdoor media planned and bought by Allianz’s media partner, Spark Foundry.