Aviva solves financial puzzles

Aviva has pieced together a campaign to show how the insurance and pensions brand can help personal finances “click into place”.

 

Created by Adam & Eve/DDB, the 40-second spot shows a town made out of puzzles, from twisting buildings to winding mazes, to emphasise how finances can be confusing.

 

Themes like motor insurance, health insurance and pensions are explored through someone putting together their car, playing a game of Tetris with their home and venturing through a maze to make sure their pension “is on the right path”.

 

When people start using Aviva to help them with their complex financial needs, the world around them starts clicking into place.

 

It was directed by Misha Rozema through Nexus with CGI by Untold.

 

The film was written by Tim Vance and art directed by Paul Knott.

 

“In today’s financial climate, people’s relationship with their money has never been more complicated,” Richard McGrann, creative director at Adam & Eve/DDB, said.  

 

“This campaign is a visually arresting dramatisation of people’s relationship with their finances and the simple ways Aviva can help manage them.”

 

“Making it click” went live on 26 December and will run across TV, video on demand and cinema.

 

Media planning and buying was handled by Publicis Media.

 

Phoebe Barter, brand director at Aviva, said: “We understand that financial matters can be puzzling, particularly in the current climate, which is why puzzles are such a brilliant concept to bring this campaign to life. It’s natural to feel concerned or overwhelmed by things we find complex and confusing.

 

Barter added: “We know that when things are resolved and clear, it’s a huge weight off our minds, so it’s our goal to help our customers ‘make it click’.”

 

The second phase of the campaign will launch in early 2023 across out of home, social and print.

 

Guy Edwards, from the Aviva team at Publicis Media, added: “The upcoming campaign will put the Aviva brand firmly back on consumers’ radars using a scaled multimedia approach that is based on context and content affinity.

 

“The media approach will help the nation to recognise the puzzles that might exist in their own financial lives, but also that Aviva is there to help them resolve them.”

 

Adam & Eve/DDB won the Aviva creative account in 2015, taking over from Abbott Mead Vickers BBDO.

 

(This article first appeared on CampaignLive.co.uk)