TAL LAUNCHES ITS BRAND TO CONSUMERS FOR THE FIRST TIME 
 
This week sees the launch of TAL’s first ever brand campaign. The company has been around for more than 140 years, but this is the first time Australia’s largest life insurance brand will incorporate consumers into its footprint. 

The new campaign, created by BMF, signals a departure from how the category traditionally attempts to engage Australian consumers. Rather than playing on their fears, TAL hopes to make life insurance a well-understood and valuable part of people’s lives, by celebrating everything in life that is worth protecting. 

The ad, directed by one of the world’s most renowned directors, Kim Gehrig (ranked #1 Campaign’s Top Directors) and produced by Revolver, captures the spirit of what it feels like to grow up, and grow old, in modern Australia.

The brand campaign is supported by TV (60”, 30” and 4 x 15” executions), outdoor and digital, followed up by strongly integrated, product-focused work, centring on a new innovation which allows consumers to build their own life insurance policies to suit their unique needs.

THE WORK

TVC - This Australian Life
OUTDOOR - YABBIE BOYS
OUTDOOR - ROCK
OUTDOOR - RUGBY
OUTDOOR - CARPENTER
OUTDOOR - DANCERS
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