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.

Related Articles

Just Published

1 day ago

Campaign Crash Course: How to maximise DOOH returns

Digital out-of-home media buying is becoming more common and accessible across Asia. So how does it fit with an omnichannel strategy and how can you measure its returns?

1 day ago

Raya film festival: Watch ads from Julie’s, ...

This year’s top prize goes to snack brand Julie’s, whose ad turned Raya stereotypes on its head and will be remembered for years to come.

1 day ago

TikTok to marketers: Go native and multigenerational

The platform enlisted KFC at NewFronts in the US to persuade advertisers to spend on TikTok.

1 day ago

Uninformed consent, addiction among persistent ...

CAMPAIGN360: Around 170,000 children go online for the first time every day, but the industry has yet to find a way to build their trust and target them safely.