BC&F Dentsu takes Tower forwards – by going backwards

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Tower Insurance aims to demonstrate its commitment to helping Kiwis deal with whatever life throws at them in a new brand campaign produced by Barnes, Catmur & Friends Dentsu.

The campaign plays with time to reverse the effects of a series of disasters. We see objects that were destroyed coming back together in super slow-motion clips.

“The campaign perfectly echoes what we do as a company,” says Tower Insurance head of marketing Fiona Woolley. “Our purpose is to undo the unfortunate things that life does, as quickly and easily as possible, so it’s like they never happened.”

“The Reel Factory brought the idea to life using a Phantom 4K camera to capture an incredible amount of mesmerising detail.”

The agency worked with production company Reel Factory to bring the idea to life using a Phantom 4K camera to capture an incredible amount of mesmerising detail.

“We were aiming to do something distinctive in the insurance market to highlight Tower’s products in an interesting way,” said CD Mick Stalker. “Slow motion is pretty interesting to watch and in reverse even more so.”

In addition to the TVC, the campaign will feature digital executions, outdoor, and radio.


Client: Tower Insurance
General Manager, Product & Marketing: Tony Antonucci
Head of Marketing: Fiona Woolley
Marketing Manager: Suzi Goodwin
Agency: Barnes, Catmur & Friends Dentsu
Founder & CEO: Paul Catmur
Managing Partner: Luke Farmer
Creative Director: Mick Stalker
Creative: Rob Longuet-Higgins
Creative: Rob Cook
Head of Production: Phil Newman
Account Director: Nicholas Gallagher
Head of Media: Monica Wales
Production Company: Reel Factory
Director: Dan Watkins
DOP: Hamish Trott
Producer: Olivia Lynd
Edit: Marc McCarthy
Sound: Franklin Rd, Shane Taipari
Music Licensing: Franklin Rd, Jonathan Mihaljevich
Music: “One + One” written and performed by Graeme James

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