"Long term insurance can be so intangible and oftentimes feels like a grudge purchase — even though the benefits are vast," says Brina Biggs, senior manager at 1Life Insurance.
"As a brand, we wanted to demonstrate the impact of long-term insurance — not just in covering a person's life for the inevitable, but the power it has to enable consumers (through their families) to build generational wealth," adds Biggs.
"The hard fact is that life changes. That's why we chose to showcase the beneficiaries of 1Life's Life Insurance pay-outs and what it could potentially mean to them after losing their loved one," Biggs says.
"We also wanted to give current and potential policyholders a clear representation of the impact that their decision makes," Biggs adds. "This is to remind them that they have it in their hands to change the lives of their loved ones, for the better, with something as simple as taking out a Life cover policy with 1Life Insurance — a seamless and convenient process as you can do it online, through our call centre or through a financial advisor."
According to Ivan Johnson, creative partner at 3Verse, the location choice was chosen for their realism.
"We chose locations from within the community, which represent our market. Every shot was planned for and well thought through, as we knew what we wanted to achieve — the right sentiment within the right setting," adds Johnson.
"Each ad delivers the same message from a different view, that Life Insurance is one way to build generational wealth that can change a beneficiary's life and allows for the possibility of building generational wealth," says Johnson.
"The driving thought process of these ads was to ensure we made life insurance tangible, as well as highlighting the impact it can have on a beneficiary's life — generational wealth we stand behind — and we look forward to securing many South African's financial future," concludes Biggs.
For more information, visit
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