Tower introduces Kiwis to three agents of chaos ‘The Misses’ in new campaign via Bastion Shine
Tower, the modern Kiwi-born insurer that is reshaping insurance to be simpler, smarter, and digital-first, has unveiled a bold new brand campaign via Bastion Shine, which is as entertaining as it is strategic.
The fully integrated campaign, ‘The Misses’, brings a humorous twist to the everyday unpredictability of home, contents, and car mishaps. It features a trio of relentlessly upbeat agents of chaos – Miss Haps, Miss Takes, and Miss Fortune – each personifying unexpected events that Tower helps its customers overcome, showing that even when things go wrong, they’re never alone.
Built on the insight that life’s accidents rarely come with warning, The Misses marks a bold step forward in Tower’s brand evolution. Partnering with Bastion Shine, the insurer set out to reimagine how it could appear in a traditionally conservative category, moving beyond rational messaging to create a deeper emotional connection. The result is a fresh, creative platform reinforcing Tower’s core promise: helping customers think ahead and protect what matters most with a digital led approach.
The project was developed under the leadership of Tower’s Chief Customer and Marketing Officer, Michelle Finch who says the campaign perfectly captures the brand’s identity and ambition: “It’s creative and characterful but still grounded in our core promise to help customers protect what matters most. This campaign connects everything we’ve been doing as a business. From simplifying products to digitising the experience, it brings all of that into a single powerful story laddering up to forward thinking.”
The campaign was developed by Bastion Shine’s newly appointed Chief Creative Officer, Oli Green, and features a bespoke 24 episode social content series led by newly appointed General Manager of Social, Holly Dean, ensuring the brand’s message engages across multiple platforms.
Says Green: “With The Misses, we set out to make a campaign that grabs and holds attention. The characters are entertaining and disruptive but also serve a clear role. They show how Tower helps customers stay one step ahead of chaos. It’s big brand storytelling with personality.”
Toby Sellers, Bastion Shine’s Chief Executive Officer, says the initiative is Tower’s most distinctive campaign yet, designed to shift perceptions and deliver strong cut-through in what is typically a lower engagement category: “Tower’s brand is about forward thinking, which means they take a proactive approach to supporting their customer’s needs. The Misses is a smart and distinctive platform designed to disrupt the way people think about insurance.”
More than a creative leap, The Misses combines digital innovation with emotional storytelling to drive internal alignment, engage customers, and set a new benchmark for distinctiveness in the insurance industry.
The Misses is now live across TV, online video, digital and social environments, reinforcing Tower’s position as New Zealand’s forward-thinking insurer.
Client: Tower
Michelle Finch, Chief Customer and Marketing Officer
Kushla Glauser, Head of Brand and Acquisition Marketing
Francesca Adsett, Senior Marketing Manager, Brand and Acquisition
Angela Budd, Marketing Manager – Brand & Acquisition
Jocelyn Franklin, Marketing Specialist
Agency: Bastion Shine
Media: MBM
Production Company: Finch
Director: Arundati Thandur
Music/Sound Design: Liquid Studios
Photographer: Mat Baker | Kate & Co
Retouching: Jason King and Scott Nadin | Sixty-Four
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