TitleRIP Simon the Sloth
Campaign RIP Simon the Sloth
Advertiser TradeMe NZ - lifedirect.co.nz
Brand TradeMe NZ - lifedirect.co.nz
Date of First Broadcast/Publication
Business Sector Internet Sites (Excluding ISPs) / Apps.
Story Simon the Sloth was the cuddly longterm mascot of insurance aggregator Lifedirect, but over time he had lost his relevance with a younger audience. So, in a dramatic one-off TV spot, the agency killed him. Yup. Fell off a cliff. The campaign was a real-time demonstration of life’s unpredictability and the significant benefits of life insurance. And no, Simon wasn't brought back to life later!
Media Type Print
Production Company
Regional CCO
Executive Creative Director
Head of TV Production
Head of Motion
Managing Director
Account Manager
Experience Director
Executive Digital Producer
Experience Director
Digital Developer
Digital Developer
Social Strategy Manager
Managing Director/EP - Flying Fish
Executive Producer - Kaleidoscope
Production Company Kaleidoscope
Sound Designer
VFX Artist

Our Work