Creative Work of the Week: Oglivy Melbourne and AAMI's quest to not being 'insurancey' succeeds

Oglivy Melbourne has won this APAC's Ad of the Week title with its continued creative push on AAMI's not very 'insurancey' campaign.

Featuring over-enthusiastic nans in gold leggings to a family stranded in ship creek to broken heels in Broken Hill, AAMI utilises traditional story telling and trademark humour to showcase what AAMI’s Motor Roadside Assist, Home Complete Replacement Cover, and the AAMI SmartPlates App has to viewers.

Delivering insurance in a not very 'insurancey' way is core to AAMI's communications and brand platform, with memorable and engaging stories, colourful characters for Australians to identify with and enjoy.

To keep up to date with the latest creative, design and advertising projects from around the globe visit our Creative Works homepage.

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Benjamin Cher

I'm The Drum's APAC reporter, reporting on the interesting and quirky nuances of digital marketing.

When not asking questions, I indulge in Singapore's national obsession with food and can be found in any of the long queues outside local food joints.

All by Benjamin