SunLife
In my experience, the more baggage a brand comes with, the more exciting and rewarding the project. This was no exception. A new brand platform and suite of hard-working product films for a 200-year-old organisation that had become more famous for its free pens than it’s forward-thinking products.
No free pens. No parsnips. No Parkinson.
The brand platform we delivered was all about everyday confidence. This marked a shift from product-focused messaging to a more consumer-centric approach. Thaccompanying campaign was about encouraging the over-50s to embrace life with confidence, backed by financial security.
We brought this to life through three TV ads featuring bold, humorous scenarios—a couple embracing naturism, a mother mastering jiu-jitsu, and a father taking his wood-carving hobby to extremes. Rather than focusing solely on policies, we highlighted the freedom that financial planning enables. Instead of playing into stereotypes, we leaned into optimism, proving that financial security isn’t just about protection—it’s about living fully.
Made with the Disruptors at TBWA\London. Thanks to Matt Swinburne, Freddie Mickshik and Beck Dunn (Creatives), LJ Kirkby-Jones (Strategy Partner), Yashika Jain (Account Manager) and Megan Sutton (Producer).