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AAMI Insurer's Comic Campaign Does What Others Don't

The story of 'Keith' from Ogilvy Melbourne shows the options available to AAMI customers compared to other insurers

AAMI Insurer's Comic Campaign Does What Others Don't

AAMI has launched a new national brand campaign under the banner ‘AAMI DOES’, encouraging Australians to question if their insurer of choice actually ‘does what they need it to do’, via Ogilvy Melbourne.

The new launch film follows the story of ‘Keith’, as he ponders his insurance options and realises how challenging life could be with a lesser insurer compared to what ‘AAMI DOES’. The fully integrated campaign extends through outdoor, online, social, radio and customer communications.

Toby Gill, AAMI marketing manager says: “As one of Australia’s leading insurers, AAMI has always been committed to giving our customers all the cover they need without making them pay through the nose for it. This time around, we’re boldly calling out the things AAMI does, and other insurers don’t, highlighting what claim-time could be like with and without AAMI. The integrated campaign will be brought to life nationally through multiple executions allowing Australians to distinguish for themselves who are the ‘DOERS’ of insurance.”

Mim Haysom, CMO/EGM brand and marketing at Suncorp Group said: “AAMI has a long and proud history of doing, from new products and digital innovations to our market-leading claims and customer service. For 50 years we’ve always strived to be a brand that doesn’t just talk, but ‘DOES’, and this campaign is promoting that."

David Ponce de Leon, executive creative director, Ogilvy said: “In insurance, as in life, there are those who say they do and those who actually do. Too many talk the talk, but just a few really walk the walk. We are delighted to have the opportunity to show Australians how ‘AAMI DOES’ in comparison with other insurers. We believe that’s what makes AAMI different and why it’s ‘Lucky you’re with AAMI’."

The new AAMI film will air nationally, with more ‘AAMI DOES’ surprises to come later in the year. 

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Client: AAMI (Suncorp)

CMO/EGM Brand & Marketing: Mim Haysom

Head of Group Brands: Tammy Hall

Executive Manager, Marketing Insurance Portfolio: Mark Behr

AAMI Marketing Manager: Toby Gill

AAMI Marketing Lead: Olivia Rourke

Amy Wagner: AAMI Marketing Specialist

Content Lead: Suzanne Bunn


Agency: Ogilvy Melbourne

Executive Creative Director: David Ponce de Leon

Creative Director: Lenna Boland

Associate Creative Director: Ryan Clayton

Senior Social Creative, Julia Stretch,
Social Creative Robbie Ten Eyck

Head of Strategy: Virginia Pracht

Head of Production: Susannah George

Group Account Director: Milly Scott

Senior Account Director: Stephanie Nikolovski

Account Director: Benedict Smith

Senior Account Manager: Alexander Leahy

Head of Print Production & Studio: Brendan Hanrahan

Production Company

Production company: Sweetshop

Director: Nick Kelly

Managing Director: Edward Pontifex

Producer: Allison Lockwood

DOP: Stefan Duscio

Post-Production: Arc Edit

Editor: David Whittaker

Post Producer: Freya Maddock

Colourist: Edel Rafferty

Online Artist: Eugene Richards

Music: Cornel Wilczek (Electric Dreams)

Sound: Sam Hopgood (Bang Bang Studios)


Photographer: Hugh Peachey

Stylist: Sarah Banger

End-frame: The Producers

Photographer: Jessie Smith


Media Agency: OMD

Category: Finance , Insurance

Genre: Comedy , Dialogue , People