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Creative

Bedtime Just Got a Little Darker with Classic Nursery Rhymes Reimagined for Adults

Partners Life and Special Group target new parents in an animated life insurance campaign brought to life (and death) by Flux Media

Bedtime Just Got a Little Darker with Classic Nursery Rhymes Reimagined for Adults

Buying a house, getting married and having a baby are the main life events that trigger New Zealanders to consider getting life insurance. Special Group’s new 'Get Life Right' campaign for Partners Life targets new parents, by turning classic nursery rhymes for kids into ones more suited for adults.

For centuries many children’s stories have tackled the themes of death and serious injury, and this campaign is about simply picking up where these stories left off and going a little deeper into what can happen as a consequence – As Partners Life set out to let all New Zealanders know that “It doesn’t have to be unhappily ever after” if you are prepared for whatever might come your way.


Naomi Ballantyne, managing director, Partners Life, said: “Starting a family is often the single biggest turning point in people’s lives. For many of us, having kids is the first time that the concept of risk becomes real, and we start thinking about what happens to our family if life or income are interrupted. We decided there was no better way to connect than through familiar, classic children’s nursery rhymes with a cheeky, ‘Get Life Right’ twist.”

Our unfortunate little heroes were brought to life by Flux Media in a nostalgic style that our audience may associate with ones from their own childhood books. This nostalgia was continued in the form of our storyteller Dave Fane of bro’Town and children’s show, 'What Now'.

Jonathan McMahon, ECD, Special Group, commented: “This has been an extremely enjoyable process to be a part of. The team at Partners Life are amazing to collaborate with and Flux have done a sensational job. Humpty is our first little victim in the campaign and if he was with us today I think he would recommend getting life insurance. We’re excited to share the second spot that will roll out in the new year.”

Humpty airs this Sunday, after 8pm, when kids have gone to bed and adults need a little bedtime story of their own.

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Client

Client: Partners Life

Managing Director: Naomi Ballantyne

Chief Commercial Officer: Tony Arthur

Chief Marketing Officer: Kris Ballantyne

General Manager, Marketing: Tina Morgan

Sponsorships Manager: Mika Ballantyne

Marketing Specialist: Gerhard van Graan

Brand Co-ordinator: Sophie Broom

Agency

Agency: Special Group New Zealand

CCO/CEO: Tony Bradbourne

Executive Creative Director: Lisa Fedyszyn

Executive Creative Director: Jonathan McMahon

Art Director: Till Dittmers

Copywriter: Jack Gravatt

Head of Client Service: Storm Day

Senior Business Director: Nick O’Donnell

Business Manager: Hannah Ross

Senior Producer: Jo Kelly

Producer: Nicole Scopes

Producer: Emma Cutfield

Strategy Director: Nick Salter

Production

Animation Production House: Flux Media

Director: Laban Dickinson

General Manager: Joshua Forsman

Design: Kevin & Kristen Howdeshell

2D Animation: Shane Taylor

2D Animation: Shannon Fahey

2D Animation: Dave Butler

Production Company Live Action: The Hood & Co

Director Live action: James Rua

Producer Live action: Caren Freeman

Audio Production House: Franklin Road

MD: Jonathan Mihaljevich

Music Composition: Sidney Kennedy

Head of Music & Sound Design: Shane Taipari

Music & Sound Supervisor: James Gibb

Category: Finance , Insurance

Genre: Animation , Storytelling