Colenso, Sweet Shop launch new AMI safety campaign

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AMI with Colenso BBDO has launched its new purpose with an unconventional insurance commercial that imagines how good a safer world might look.

The feelgood spot features a young roller-skater as she confidently journeys through a very safe and considerate neighbourhood, all to the groove of an old-school hip-hop track.

The film introduces the idea that together, we can make our world a safer one. And only with a subtle nod to insurance.

Angela Watson, head of account management at Colenso BBDO, said: “While the insurance AMI offers help Kiwis feel financially safer, this campaign sets up a platform for the brand to go that extra step and really make a difference in the community.”

Alex Geale, GM of customer value propositions at IAG, said: “This campaign is designed to introduce New Zealand to our belief that a safer world would be a better one. A belief that has already seen our AMI brand involved in several safety initiatives in the past, and will certainly guide many more in the future.”

“This campaign sets up a platform for the brand to go that extra step and really make a difference in the community.”

Geale names AMI providing free helmets for cyclists, advanced warning signs for roads, and their recently formalised relationship with New Zealand Red Cross, that saw them supporting care packs given out to vulnerable families in Taranaki, as examples of AMI walking the walk.

These and other examples of what AMI and its local stores have been doing over the years have been collated on their website.

Says Geale: “Most of us think of insurance as a safety net, the ambulance at the bottom of the cliff. But we’d like to think we can broaden that remit to help people be safer.

“This isn’t simply an insurance company trying to reduce claims, but a genuine desire to play a bigger, more meaningful role in society.

“Imagine if we did look out for each other just a little bit more. If the world was a safer place. Perhaps we could all enjoy life a little more with fewer fears?”

The campaign films were directed by Campbell Hooper of The Sweet Shop. The 60 second brand spot will be followed and supported with other films and out of home which also feature Rollergirl.


Client: IAG
Creative Agency: Colenso BBDO
Production Company: The Sweet Shop
Director: Campbell Hooper
Stills photography: Matt Baker
Partners: PHD, Chemistry, Franklin Road

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