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Top 6: February 6th 2019

Life Direct: R.I.P Simon

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Top 6: February 6th 2019
For almost a decade, the face of life insurance aggregation site, Life Direct, was ‘Simon the Sloth’ – a lethargic, animated character who’d lost relevance. We were tasked with reinvigorating the brand for young New Zealanders - a demographic with an ever-increasing responsibility to insure themselves for the benefit of their dependents. The problem is, they view death as a distant problem. So, we killed Simon.

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