RAPP Melbourne has taken an emotive approach for a new 30 second brand spot for APIA, with additional supporting 30 second commercials.
RAPP Melbourne has taken an emotive approach for a new 30 second brand spot for APIA, with additional supporting 30 second commercials.
The “Your experience deserves more” campaign focuses on the unifying characteristic of experience for the demographic, which is getting an increasingly better view of life.
RAPP Melbourne’s executive creative director Steve Crawford said the campaign aims to dispel the cliches about this audience.
“The over 50s aren’t well represented in the media and when they are, they’re often portrayed as a silver-haired, out-of-touch stereotype. Or, alternatively, comically “young-old” people wearing lycra and spinning on the floor to some hard-core dance track. In this campaign we’ve aimed to demonstrate that we recognise and respect that life experience is a valuable commodity: Apia rewards that experience.”
The TV campaign is supported by radio, digital and press and will be part of Apia's ongoing integrated communications platform designed to build brand affinity across various channels including Content, Social, PR, and its CRM programs.
Creative credits:
Agency: Executive Creative Director – Steve Crawford
Creative Director – Murray Bransgrove
Senior Writer – Andrew Fisher
Planning Director – Tom Hyde
Head of Onscreen – Simon Thomas
Onscreen Producer – Jo Alach
Managing Partner – Tess Doughty
Senior Account Manager – Pia Christiansen
Production: Production Company – Fiction Film Co
Director - Jake Robb
DOP – Garry Richards
Producer – Jackie Fish
Post: Editor – Tim Parrington (The Butchery)
Grade – Martin Greer (The Refinery)
Online – Eugene Richards (The Refinery)
Sound mix – Dylan Stephens (Risk Sound)
Music Composition – Elliot Wheeler, Turning Studios
Client Team: Apia Marketing Manager – Mark Behr
Apia Brand Manager – Travis Hughes
Apia Brand Advisor – Angie Moore
