NZ’s workplace heroes

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AUCKLAND, Today: TBWA has launched the next chapter in its With You story – a new creative platform for all Southern Cross Health Insurance services.

The work was created by TBWA\NZ after it won a competitive pitch last year to become the creative agency on record for Southern Cross Health Insurance and Southern Cross Pet Insurance. 

TBWA CCO Shane Bradnick said: “With You features employees who work for Southern Cross customers across a range of sectors. The marketing campaign and ongoing platform captures the reality of life inside the workplace – one rarely seen by people outside of those organisations.

“From early starts to goal post shifts, mucking in and perking each other up – the campaign shines a spotlight on the many ways that New Zealand workers consistently give their all to keep New Zealand businesses running. 

“The campaign will run across TV, On Demand, OOH, print, social, digital and be supported by PR.”

“It was inspiring to be able to capture a representation of our country’s diverse and hardworking people, and then share and celebrate their images and stories with the rest of New Zealand.

“It was a challenging production to pull off, filming on the premises of several businesses at a time when the Delta lockdown restrictions were changing rapidly. We’re grateful to Southern Cross’ business customers for welcoming us into their places of work, and the great work from Dan and the team at Eight”

Southern Cross head of marketing Regan Savage said: “Our customers who chose to work with us on this project – Oha Honey, Primero Profiles, BECA, Weleda and Unison – typify the thousands of businesses in Aotearoa who support their people with Southern Cross.

“This creative campaign is our tribute to that partnership.”

The campaign will run across TV, On Demand, OOH, print, social, digital and be supported by PR.


Creative agency: TBWA
Film production: Eight
Director: Dan Max
Sound: Franklin Road/ Painted Apple Moth
Post-Production: Toybox
Media agency: MBM
Research agency: TRA

Client: Southern Cross
Head of Marketing and Engagement: Regan Savage
Head of Business Engagement: Margaret Smith
Brand and Acquisition Lead: Valerie von Geldern
Customer Insights Lead: David Sakey
Marketing Manager: Megan James
Marketing Manager: Alice van der Wende
Communications Manager: Alaina McGregor
Senior Master Brand Manager: Toni Deller
Social Media Marketing Manager: Sam Snowden
Graphic Designer: Angela Dyer

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