TradeMe NZ - lifedirect.co.nz - "RIP Simon the Sloth"

VML (formerly VMLY&R)

VML (formerly VMLY&R) Sydney, Australia

6087

Title	RIP Simon the Sloth
Agency	VML (formerly VMLY&R)
Campaign	RIP Simon the Sloth
Advertiser	TradeMe NZ - lifedirect.co.nz
Brand	TradeMe NZ - lifedirect.co.nz
Date of First Broadcast/Publication	2018
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
Length	132 seconds
Regional CCO	Paul Nagy
Executive Creative Director	Tom Paine
Creative	Arizona Doolan
Creative	Lizzie Baird
Creative	Sam Deane
Head of TV Production	Anna Kennedy
Head of Motion	Amanada Sassano
Managing Director	Fleur Head
Account Manager	Andy Graham
Planner	Matt Saunders
Experience Director	GREG WHITHAM
Executive Digital Producer	Petra Skoric
Experience Director	Terry Yee
Digital Developer	Ash Crockett
Digital Developer	Kyle Ho
Social Strategy Manager	Alisha Dixon
Managing Director/EP - Flying Fish	James Moore
Executive Producer - Kaleidoscope	Paul Stephenson
Production Company	Flying Fish
Production Company	Kaleidoscope
Sound Designer	Franklin Rd
VFX Artist	Amanda Sasano