Staff Reporters
Jun 6, 2019

2019 Cannes contenders: 'RIP Simon' by VMLY&R New Zealand

New Zealand insurer LifeDirect murdered its brand mascot.

2019 Cannes contenders: 'RIP Simon' by VMLY&R New Zealand
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: RIP Simon
Agency: VMLY&R New Zealand
Client: Trade Me LifeDirect

Nominated by:

Hannah Melanson, senior copywriter, Digitas:

Walking the line between comedic and confronting, LifeDirect did the unthinkable to drive home an uncomfortable truth: they murdered their brand mascot. Simple, funny, bold and effective, this campaign put life insurance front of mind for a difficult to reach audience and gave a noble legacy to a New Zealand icon in the process. RIP Simon.

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