Celebrating life’s special moments with AA Life Insurance

Knowing full well the insurance territory is a serious one, AA Life Insurance has changed tack for its new campaign – choosing to celebrate life’s fun but precious moments instead.

The campaign, launched with creative agency Quantum Jump, is flipping the common insurance territory on its head, choosing joy, over scaremongering.

“We asked Quantum Jump to approach the category differently”, said Adelia Prayugo, AA Life Insurance Marketing Manager.

“We love how the team have brought this sentiment to life, bringing a distinct playfulness to a category that can often be too serious.”

Quantum Jump CEO Ben Goodale added, “Departing from conventional imagery and language cues, we’ve opted to showcase everyday moments that genuinely bring a smile to your face. Stitching these moments together allows the campaign to relish life’s joy. We’re focused on celebrating the small moments within the big ones.”

With media planned by Rocket, the campaign is running across OOH, radio, YouTube, TikTok, native and display.

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