AMI Insurance highlights the real value of things in latest brand campaign via Colenso BBDO


AMI’s latest campaign via Colenso BBDO, has launched with a film that celebrates our things and the life they enable.


AMI has been protecting what’s important to Kiwis for over 90 years. In its most recent brand campaign, AMI highlights the real value of the things that make up people’s lives, and therefore what it, as an insurer, helps protect.

Says Jessica Bunker, marketing manager, AMI: “We know that by protecting people’s possessions we are also protecting so much more. Your things, your car, your house, your boat… they’re what help you pursue a hobby, a passion, spend time with loved ones or connect to a community. So with this campaign, we want to celebrate and protect the things that make up your life. That’s what AMI is in the business of protecting.”

Directed by Joel Kefali, the hero film features talented New Zealand jazz musician, Jean Yern (Ngāti Tamaoho). Viewers see the transformative power a drum kit can have on a life – journeying with her from the moment she first discovers this unexpected new passion, all the way to present day. The drums have not only provided her with a means to escape and express herself, they’ve contributed to a lifetime of musical memories.

Says Melanie O’Leary, brand lead, AMI: “The new campaign perfectly demonstrates AMI’s On Your Side brand positioning. We want people to know that we understand the emotional value of what they are choosing to insure with us.”

Client IAG: AMI Insurance
Client: Jessica Bunker, AMI Marketing Manager
Client Melanie O’Leary, AMI Brand Lead
Agency: Colenso BBDO
Production Company: Good Oil
Media Agency: PHD