AMI embarks on new chapter, celebrating a century of support in NZ

AUCKLAND, Today: AMI’s new campaign highlights the importance of allies in disaster-stricken communities. Developed with Colenso BBDO and directed by Tom Gould, the ad features real-life experiences from events like Cyclone Gabrielle.

The narrative showcases various New Zealanders facing pivotal moments, concluding with the message, ‘It’s not what stands in front of you, but who stands beside you. AMI, On Your Side.’

Paula ter Brake, AMI Executive General Manager, Consumer Brands, states, “Today marks an important new chapter in our AMI’s near 100-year history. We are excited to illustrate AMI’s legacy and role as an ally to New Zealanders and recognise that vital support insurance offers to the people of these sometimes wild and hazardous isles.”

“Today marks an important new chapter in our AMI’s near 100-year history. We are excited to illustrate AMI’s legacy and role as an ally to New Zealanders and recognise that vital support insurance offers to the people of these sometimes wild and hazardous isles.” – Paula ter Brake

She adds, “At AMI, we take great pride in our ability to be there for New Zealanders when they need us most, and we aim to be right there with our communities providing everyday support and care, especially when the worst happens.”

The campaign spotlights a Muriwai resident and AMI customer who underscores the importance of insurance following the devastation from Cyclone Gabrielle and other weather-related incidents. The ad powerfully portrays the family’s loss after these events.

Also highlighted are members of the Sikh community in Auckland’s Takanini Gurdwara temple and teen horseback riders from Hokianga, symbolising unity and recovery.

Si Vicars, Chief Creative Officer at Colenso BBDO, remarks, “Powerful brands find a truth about themselves rather than inventing things. AMI started life as an ally to New Zealanders and everything they do today cements their place as the brand going above and beyond for their customers, communities and the country.”

CREDITS

AMI Marketing Manager: Mel O’Leary
AMI Brand Lead: Liz Inglis
AMI Brand Specialist: Dan O’Leary
Creative Agency: Colenso BBDO
CEO: Angela Watson
CCO: Si Vicars
Senior Creatives: Simone Louis, Emily Joe, Julia Ferrier
Managing Partner: Posey Wall
Group Account Director: Renata Gordon
Business Director: Kimberley Clark
Senior Brand & Experience Strategist: Lizzie Buckton
Director, Ops and Production: Charlotte Glennon
Integrated Producer: Ella Bilham
Prod Co: The Sweetshop
Director: Tom Gould
Photographer: Tom Gould
EP: Ben Dailey
Producer: Annelise Yarrell
DOP: Gin Loane
Editor: Mariano Segedin

Media Agency: PHD Aotearoa
Client Service Director: Chantelle Hurndell
Business Director: Andrew Rozen
Strategy Director: Hannah Merritt
Digital Director: Ryan McLernon
Account Director: Louise Beer