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Creative Work of the Week: AIG tees up its support of women in business and golf


By Kyle O'Brien, Creative Works Editor

August 14, 2019 | 3 min read

Insurance company AIG made an impression with The Drum’s readers in its first year of sponsorship of the Women’s British Open. Its campaign, ‘The Power of Allies’, showed its support to women both on the golf course and in business, and was voted our Creative Work of the Week.

AIG British Women's Open

AIG supported the Women's British Open

The campaign, created by Berlin Cameron, shows how the company supports women worldwide and provides sustainable opportunities for future generations. ‘The Power of Allies’ features four commercials, showcasing the power of allies in business, sport and in life.

In two of the ads, pro golfers are shown in action while a voice over provides inspirational messages, such as, “While you’re giving your all to redefine the curve, an ally is there to remind you that you are ready for this moment.”

As part of the campaign, in addition to golf tournament ads, AIG also produced two, 30-second commercials featuring a diverse group of employees from around the world speaking about what it means to be an ally.

A corresponding social media campaign stated how the company has supported women leaders throughout its history, including Nelle Vander Starr, the first woman insurance executive.

Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.

See the work by clicking on the Creative Works box below.

AIG: The Power of Allies by Berlin Cameron


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