A new kinda campaign

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AUCKLAND, Today: Colenso BBDO has launched a new positioning for IAG brand AMI that centres on the emotion of insurance through the lense of kindness.

The work features a manifesto brand spot that shows various people confronted by moments when kindness can make all the difference. And introduces why an insurer, of all people, believe they can stand for kindness.

Colenso ECD Steve Cochran said, “Insurance companies usually either promise, ‘we’ll put it right’ or use light-hearted hyperbole to say, ‘whatever happens you’re okay’. The chance to focus on the true feelings people experience around insurance was fresh and rich territory for us.

“The myriad of emotions that we all have when things go wrong. Anger, silliness, fear, shock, and despair. These are times when we need empathy, when we want to be treated with kindness. And as we know, kindness a powerful thing.”

“The campaign is running across TV, online, OOH, newspaper and radio.”

Cynics may be quick to jump on examples where kindness is seemingly missing from insurance claims. But IAG marketing manager Renee Milkop-Kerr says, “Kindness is not always about doing the nice thing, but rather, doing the right thing. And even when dealing with negative issues, there’s always a kind way to do it.

“The campaign introduces a interesting way of talking to kindness with playful use of the word ‘kinda’. You might say a ‘kinda’ language that helps give the communications consistency across visual and audio channels.”

At the same time, the brand’s look has been given a refresh with new art direction including the introduction of secondary colours to complement AMI’s yellow.

The films were directed by Ric Cantor of Scoundrel Films, with stills captured by Alistair Guthrie. The campaign is running across TV, online, OOH, newspaper and radio.


Client: IAG
Marketing Manager AMI: Valerie von Geldern
Senior Segment Marketer AMI: Divesh Bhula
Senior Customer Designer IAG: Diane Dickinson
Head of Consumer Marketing IAG: Peter Hall,
EM Customer & Marketing IAG: Renee Milkop-Kerr
Agency: Colenso BBDO
Production Company: Scoundrel
Director: Ric Cantor
Stills: Alistair Guthrie
Media Agency: PHD
Voiceover artist: Ben Baker
Music composed by: Mahuia Bridgman-Cooper, Franklin Rd

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