Irish Life Embraces Change in Humorous Campaign from JWT Folk

Irish Life has launched a new campaign entitled ‘Embracing Change’, which will be supported through-the-line and will be rolled out in stages over the coming months. It is based on the insight that our ability to deal with change is what ultimately makes it a positive or negative experience. While we all want to feel more secure and in control of our lives, we are faced with constant, often unpredictable change, which we can’t control – though we can take measures to help us better prepare for it. The campaign features a series of light-hearted scenarios to showcase the futility of catastrophising about future life changes. With over 80 years of experience, Irish Life’s breadth of product offerings, from Health and Life Insurance to Pensions and Investments, are best placed to help people prepare for and navigate life’s changes.

Commenting on the new campaign, Karl Symes, head of marketing communications from Irish Life said: “Throughout this campaign we acknowledge the worries and challenges that people often face about the future and we pride ourselves on being there to help people build better futures. At Irish Life, we have the expertise and understanding to help people plan and prepare for events throughout life. With the right plans in place you can confidently navigate many of the inevitable changes and challenges that will arise.”

Karl Waters, creative partner at JWT Folk adds: “Our approach to this campaign really challenged us to examine the essence of Irish life itself and what are some of the biggest challenges that people face. However, we wanted to make this really relatable to people in Ireland. This led us to our common tendency to catastrophise, we brought this to life with humour throughout.”