Realising our own value through those we care about most

We co-created the ‘The Value of You’ content-led campaign for TAL to get Aussies talking about life insurance, a notoriously tough category of insurance.

The campaign sees Aussies reconnecting with their own sense of value through the people that they value most as they embark on a life changing moment, having kids.

We undertook an extensive street casting process to capture a diverse cross section of everyday people to share their stories. 

As well as a suite of content, the integrated campaign also included an interactive digital tool to encourage people to go on a similar journey to discover their value to those most important to them.

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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