August 4, 2021


In a world where nearly everyone is always online, there is no offline.

LifeDirect appoints Pitchblack Partners

Pitchblack Partners has been appointed as the lead brand and retail agency for online insurance platform LifeDirect. 

The business took the unprecedented step of killing off brand ambassador, Simon the Sloth (R.I.P), three years ago and have since relaunched with a new brand platform and a customer drinking coffee while sitting in a shark’s mouth.

LifeDirect Marketing Manager, Matt Pearce says: “The ‘Unexpected Happens’ platform has helped deliver a period of sustained growth for the business.

“Creating the cut-through to communicate the message that Kiwis need insurance to protect themselves, their families, and belongings should the unexpected happen. We’re looking forward to Pitchblack writing the next chapter as our brand grows.”

Pitchblack Creative Partner, Tom Paine says: “Several of us worked with the LifeDirect team in a previous life – they’re an ambitious bunch with a great product, and we’re excited about making Jaws 2.”

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