Realising our own value through those we care about most

Building on the success of last years campaign, LightRise have again collaborated with Illuminate to position, ideate and create a new iteration of ‘ The Value of You’ content-led campaign for TAL.

The campaign sees Aussies reconnecting with their own sense of value through the people that they value most, their kids and partners.

As with the first campaign, we undertook an extensive street casting process to capture a diverse cross section of everyday people to share their stories.

Client

TAL

Agency

Illuminate

Executive Producer

Amelia Peacocke

Director

Gavain Browne

“THE LIFE INSURANCE CATEGORY IS ONE WHICH PLAYS AN INCREDIBLY IMPORTANT ROLE IN THE LIVES OF MILLIONS OF AUSTRALIANS. BUT IT’S NOT ALWAYS EASY TO CONVEY THE TRUE VALUE OF THE CATEGORY WHEN COMPARED TO OTHER FORMS OF INSURANCE.

THE CAMPAIGN IS DESIGNED TO TACKLE THAT CHALLENGE BY WAKING PEOPLE UP TO THEIR MOST VALUABLE ASSET – THEMSELVES”

Antony Wilson, General Manager – TAL BRAND

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