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AIA Australia: ALL OR SOMETHING: AIA AUSTRALIA CHALLENGES THE ‘ALL OR NOTHING’ APPROACH TO HEALTH IN NEW BRAND CAMPAIGN VIA BULLFROG

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Health, life and wellbeing insurer AIA Australia has partnered with new AIA Vitality Ambassadors, Ash Barty and Stephanie Gilmore, to coach Aussies out of their 'all or nothing' attitude. In a refreshing departure from the 'go hard or go home' mentality of many health, fitness and wellness brands, AIA Australia has enlisted the WTA world number one tennis player and winner of seven surfing World Titles to coach Australia through a more attainable, sustainable approach: All or Something.
Agency: Bullfrog



The campaign kicks off on broadcast TV, then comes to life in contextual OOH, social, digital, CRM and PR, as with Barty & Gilmore popping up at relevant times throughout our day, to coach Aussies through the 'small somethings’ – like running for a few minutes and walking the rest of the way, or choosing a side-salad over chips at the pub.



Says Bullfrog Creative Director Dan Sparkes: “I think a lot of people (myself included) currently resonate with that old school approach to health, and could do with a new one. And it's been a pleasure to see the effect of this campaign – even before it hits the public. From the Bullfrog team, to production partners and ambassadors, everyone's started noticing those 'All or Something' moments in their own lives. Only now, when we feel like we can’t ‘just do it’, we just do a little something."



All or Something is the latest movement driven by AIA Australia to raise awareness of disease prevention through lifestyle change and reward members for making healthier choices.

Click the link to learn more about AIA Australia's All or Something campaign.
Credits Other credits

Client: AIA Australia

Damien Mu – CEO Australia and New Zealand

Stephanie Phillips – Chief Shared Value and Marketing Officer

Kelly Thomas – Head of Brand Strategy 

Mirella Gigliotti – Manager, Brand Campaigns

Rob Wilde – Senior Manager, Branded Content

Stephanie Bacon – Senior Manager Events and Sponsorship

Suzanne O’Bree – Marketing Manager, AIA Vitality & CRM

Kathryn Kelly – External Communications Manager

Jordan Drummond – Manager, CEO Office

Jordan Beasley – Head of Health Marketing

Chris McMahon – Senior Specialist, Direct Marketing



Agency: Bullfrog

Sarah Raine – General Manager

Chris Steele – Strategy Director

Ben Thomas – Strategy Director

Tim Shelley – Branding and Experience Creative Director

Alex Roby – Senior Designer

Deniel Briers – Senior Designer

Chris Miles – Finished Artist

Jo Hardy – Head of Account Management

Megan Wailes – Senior Account Director

Chrissie Minnella – Senior Account Director

Anna Hampton – Senior Account Director

Natalie Xenos – Senior Account Manager

Lucy Puglielli – Account Executive

Jacqui Mooney – Head of Content

Asha Burnley – Social Media Manager

Jacinta Stante – Traffic Manager

Emily Han – Traffic Manager



Production Company: Good Oil

Simon Thomas – Executive Producer

Max Walter – Director of Photography

Sarah MacKinnon – Production Manager



Casting Agency: Ben Parkinson Casting



Post Production: The Editors

Charlotte Griffiths – Producer 

Simon Njoo – Senior Film Editor

Shannon Michaelas – Assistant Editor



Post Production: Manimal

Carol Sinclair – Producer

Trish Cahill – Colourist

Ryan Brett – VFX and Online Editor

Chris Betteridge – VFX



Music Composition: Song Zu

Ian Lew – Partner and Managing Director

Ramesh Sathiah – Partner, Creative Director & Composer 



Sound: Bang Bang

Sam Hopgood – Senior Audio Engineer



Stills: Compadre Picture Co

Christian Tiger – Photographer 

Gabrielle Hughes – Retoucher



Media Agency: Hatched

Adrian Roeling – Manager Partner

Christina Coco – Business Director

Andrew Pascoe – Head of Planning

Sharna McIntyre – Trading Manager

Kim Leopoldo – Media Manager

Jasmine McCulloch – Media Executive

Sophie Charos – Media Coordinator

Lucy Riordan – Performance Director

Madeline Sirianni – Performance Manager

Mario Bergmann – Senior Performance Executive



PR & Events Agency: Bastion Agency

Richard Chapman – Bastion Amplify CEO

Matt McCann - Bastion Experience CEO

Natalie Arnull – Group Business Director

Camille Hanton – Senior Business Director

Georgia Comensoli – Media Director

Bridget O’Sullivan Client Service Director

Caroline Roe – Senior Account Manager

Marika Mulvey – Lead Producer

Kelly McCarthy – Producer

Alexandra Stopp – Account Executive

Pip Robinson – Account Coordinator



Talent Management: NC Management 

Talent Consultation: RCKT Co

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