The agency has created a comprehensive campaign, which dramatizes product features through creative concepts that demonstrate that one's life changes, in a light-hearted and humorous way. The campaign is underpinned by the concept "Love Change", reinforcing the message that life assurance should change with you as your life changes.
The radio advert features an old person doing and saying things that are relevant to a young person, as if they got stuck at a certain age - much like traditional life policies do. The television adverts similarly feature older people talking slang and acting young in a young person's environment. The adverts end with the Love Change mantra.
