AAMI and Ogilvy launch brand platform using Dorothea Mackellar’s ‘My Country’

AAMI - Ogilvy

The work launching the platform uses Dorothea Mackellar’s iconic poem ‘My Country’.

AAMI has unveiled a new long-term brand platform with Ogilvy, as it shifts from its “AAMI Does” branding, which has been in market since 2020.

The new platform embraces Australia’s quirks and challenges while reinvigorating the insurance provider’s long-standing tagline, “Lucky you’re with AAMI.” 

The work launching the platform uses Dorothea Mackellar’s iconic poem ‘My Country’, juxtaposed with very unlucky – and very Australian – scenarios, like hail hitting a car, a magpie swooping a bike rider, and a restaurant kitchen catching on fire.

Mim Haysom, Suncorp’s EGM brand and customer experience, said the campaign reflects the diversity of unique Australian experiences and reinforces the support AAMI offers when its customers are unlucky.
“We’re incredibly excited by this new work, particularly the use of a beloved Australian poem to bring to life the uniqueness of our loved Australian brand,” she added.

The campaign extends across TV, cinema, BVOD and online, plus OOH, audio, and digital display.

Ogilvy Melbourne ECD Hilary Badger said the AAMI brand promise has always been positive in the face of life’s big and little inconveniences, which she noted is the essence of “Lucky you’re with AAMI”.

“And given that Australia is a big place with its quirks and challenges, Australians need easy insurance. That’s why this latest campaign has used a fun and laconic Australian tone, Mackellar’s widely recognised reflections mixed with some visual humour to reinforce what makes the AAMI brand so special, and its effortless insurance unique.”


Client: AAMI (Suncorp)
CMO/EGM Brand & Customer Experience: Mim Haysom
Head of Brand & Content: Rapthi Thanapalasingam
AAMI Brand & Marketing Manager: Toby Gill
AAMI Marketing Lead: Liza Friedman
AAMI Marketing Specialist: Lisa Marshall
AAMI Marketing Specialist: Sally Frank
AAMI Marketing Specialist: Amy Wagner

Strategy & Creative Agency: Ogilvy Australia
Production: Hogarth
Media: OMD
Production Company: Revolver
Director: The Glue Society
Post-Production: BlockheadVFX
Sound & Music: Otis
OOH Location shoot: Hart & Co
AAMI women studio shoot: Stefan Wellsmore 
End frame/motion shoot: O’rourke & Gates
Retouching: Studio ADFX

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