Howatson+White's First Work for Allianz Australia Shows How Choices Matter

Allianz Australia has launched its new brand campaign, ‘Behind you for what’s ahead’; the first work from creative startup Howatson+White, following the agency’s official launch in early March when it announced Allianz as its foundation client.

The work is a local build on Allianz’s global brand refresh which showcases the insurer’s global purpose – ‘we secure your future’; and will be driven by a new visual identity. Allianz Australia is the first Allianz business to take the refreshed brand to market, making Australia the flagship for the new Allianz brand globally.

Allianz Australia, chief general manager consumer, Michael Winter said: “Behind you for what’s ahead tells our customers who we are and what we stand for, and gives customers a reason to choose Allianz. We know that especially in times of uncertainty, people seek stability and trust, and insurance plays a key role in providing that confidence. We aim to secure our customers future, so they can have confidence in tomorrow.”

Allianz Australia, general manager marketing, Sophie Finn said: “As our industry continues to navigate change, evolving to meet our customers’ needs, and ensure trust, is pivotal. Today, we are proud to be elevating the Allianz brand, and launching our new future-fit positioning and experience. Through our new look and feel we aim to deepen our emotional connection with consumers, excite our customers, and most importantly, demonstrate to Australians there is a genuine choice when it comes to insurance.”

Howatson+White, chief executive officer and founder, Chris Howatson said the new campaign focuses on life’s every day, real and raw moments; and celebrates the courageous choices Australians make to determine their future, in seemingly small but significant ways: “What a privilege it is to work with the Allianz team. This new brand work is significant in establishing a long and distinctive idea for Allianz, designed to work as powerfully internally as it will externally.”

Howatson+White, chief creative officer and founder, Ant White said: “What we love about this campaign is that it celebrates the smaller life moments where our lives are actually lived, and people choose their own future. To choose is to provoke every Australian to reconsider their insurance, but also what’s important to their everyday lives – choose to always say goodnight, take on the Australian road trip, open up to friends, or to let your home be lived in. To determine our own future is something we all control and something Allianz values.”

The 'Behind You for What’s Ahead' campaign launched on 9 May 2021, and is supported across an integrated mix of broadcast (TVC, Cinema and YouTube), digital, radio, print, and outdoor media planned and bought by Allianz’s media partner, Spark Foundry.