AAMI

Personal Conceptual Project
Campaign: That’s Life
Tagline: You keep going. We keep you safe. That’s Life. That’s AAMI.
Brand: AAMI
Format: 30” Film
Soundtrack: “That’s Life” – Frank Sinatra

Idea
Life isn’t a straight line. It’s made of ups, downs, stumbles and restarts, and that’s exactly what makes it beautiful. With “That’s Life” as the soundtrack, this campaign brings to life the moments we all face, from childhood to adulthood, from setbacks to victories. AAMI isn’t the centre of the story, you are. AAMI is simply there, making sure that no matter what
happens, you keep moving forward.

Insight
AAMI doesn’t just protect things. AAMI protects stories. Every twist in life brings a new
version of you, and AAMI is right there, in every one of them.

Objective
To reinforce AAMI’s positioning as a life partner, not just an insurance company.
To show that in every phase, from childhood to adulthood, AAMI is the quiet support that keeps you going. You face the highs and lows. We make sure you keep moving.
While life surprises you, AAMI secures the road ahead.

Execution
Format: 30” Film
* A baby takes their first steps, falls, then rises again.
* A kid crashes their bike, and gets back up.
* A teenager gets rejected, then celebrates a university acceptance.
* An adult loses a job, then finds a better one.
* An athlete loses a final, and later steps onto the podium.

All while “That’s Life” by Frank Sinatra plays.

Final screen text:
You keep going. We keep you safe.
That’s Life. That’s AAMI.