Life insurance is often seen as a standard product, with little to separate one provider from another. TAL's Accelerated Protection offered something different: cover that could be tailored to the individual. The challenge was to shift people's thinking from "insurance is insurance" to the idea that protection should reflect the way they live, the people they care about and the life they're building.

To address this, we created "There Are Many Ways To Do Life" — an integrated campaign celebrating the different ways Australians live, love and plan for the future. Through a series of relatable and unexpected moments, we brought TAL's flexible and personalised products to life across TV, digital and performance channels.

If protection is personal, the campaign needed to feel personal too. Rather than focusing on policies or product features, we told stories that reflected the many different ways people live, love and support one another. Every piece of the campaign, from film to digital and CRM, reinforced the same simple idea: life isn't one-size-fits-all, and your insurance shouldn't be either.

Every execution was designed to work as part of a connected campaign rather than in isolation. From television and photography through to landing pages, CRM, digital display and motion, each touchpoint reinforced the same idea, creating a seamless experience wherever audiences encountered the brand.

Television Commercial
Campaign Photography
Art Direction
Landing Page Banners
CRM Communications
EDMs
Digital Display