Just noticed a stunning new campaign from AMV.BBDO, one of our favourite ad agencies. It’s big, it’s modern, it’s bang on the money. And it’s yellow.
Aviva is projecting giant portraits of its customers on to landmark buildings in six cites around the world – seen here on South Bank in London.
The activity supports a press campaign that tells stories of how customers were helped by Aviva. People can upload their own photograph.
For the first 250,000 photos uploaded by the public, Aviva will donate £1 per image to Save the Children.
A short film is then generated for each user uploading their picture, they can then download or share their personalised film.
IMHO it is a genius idea because it is very noticeable but very unobjectionable, and because:
- it is co-creative, genuinely involves real people
- it humanises a large multinational company
- it translates well across borders – a very international idea
- works across media, TV, online and (especially) outdoor, very much advertising in the real world
- insurance is not the most inherently fascinating subject, but people are
Well done to all those concerned!
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