AAMI launches ‘Athletes in the Making’ via Ogilvy

AAMI launches 'Athletes in the Making' via Ogilvy

“Australia’s leading national insurer is there to support our little athletes in the making when things don’t quite go to plan.”

AAMI has launched its latest work with creative network Ogilvy, Athletes in the Making.

The fun and lighthearted campaign vignettes the challenges faced by Aussie households when the aspirations of their young athletes outweigh their burgeoning skills.


The work is the second execution since the insurance brand unveiled a new long-term brand platform via Ogilvy in March, shifting from its AAMI Does platform, which had 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

Live across TV, BVOD, Cinema, Social, Radio Spotify, and OOH, the execution aims to leverage the context of the upcoming Olympics. 

AAMI 'Athletes in the making' via Ogilvy

“Kids love pretending to be their favourite sporting heroes. Especially when the world’s biggest sporting event is about to happen,” said Ogilvy Australia ECD, Hilary Badger.

“Realistically, though, they don’t have the silky skills of their heroes. But when things go wrong, the parents of Australia can take comfort if they’re covered with AAMI.”

AAMI 'Athletes in the making' via Ogilvy 2

AAMI’s head of brand and content, Rapthi Thanapalasingam, continued: “At a time when most of Australia will be unified around supporting our athletes, we want to reinforce how Australia’s leading national insurer is there to support our little athletes in the making when things don’t quite go to plan.”

Athletes in the Making follows Ogilvy’s recent work for Cadbury, launching a video AI campaign platform as the latest instalment of the brand‘s longstanding Cheer & A Half Campaign, which seeks to recognise volunteers and their contributions to grassroots sport.

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

Client: AAMI (Suncorp)
CMO/EGM brand and customer experience: Mim Haysom
Head of brand and content: Rapthi Thanapalasingam
AAMI brand and marketing manager: Toby Gill
AAMI marketing lead: Liza Friedman
Mass brands marketing specialist: Breanna Webster
AAMI marketing specialist: Sally Frank 

Strategy & Creative Agency: Ogilvy Australia
Production: Hogarth
Production Company: Scoundrel
Director: Tim Bullock
VFX: Blockhead VFX
Sound: Squeak E Clean Studios
Media: OMD
Photographer: Chris Tovo
Retoucher: Aaron Foster @ Studio ADFX

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