AIG debuts new merger brand in Japan with campaign that plays on old fairy tales

AIG is putting a fresh spin on old tales to launch a new brand out of two older businesses in Japan.

AIG General Insurance is the new brand that comes after a merger between AIU Insurance Company and the Fuji Fire and Marine Insurance Company.

A campaign to promote the new brand to its Japanese audience called ‘Know Your Risk, Change Your Destiny’, plays on the idea that if AIG had been involved, characters like Red Riding Hood and The Three Pigs would have been better safeguarded. It hopes to promote a key part of the AIG General Insurance offering of Active Care.

In the Red Riding Hood story, the helpful lady at AIG plots a way for Red Riding Hood to deliver her food to her customers (while not her grandmother, it is still an older lady). In a nod to another classic tale, some AIG magic turns Red Riding Hood into Robin Hood at the last minute, scaring off the Big Bad Wolf.

The ads, created by TBWA\Hakuhodo, will be shown on Japanese TV from the start of this year. They follow up a campaign by the agency for AIG last year that won the businesses a stream of awards, called #TackleTheRisk.

The latest campaign was filmed in Los Angeles in studio and outside and the animal masks were specially controlled to create life-like expressions and movements. Behind the scenes footage will be shared on YouTube and on AIG’s social media channels.

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte