TBWALondon has launched a new brand platform for SunLife, a leading UK financial company specializing in life insurance for people over 50. The campaign, which includes three TV spots, aims to empower customers to live life with increased confidence.
The platform moves away from traditional, product-focused messaging, instead focusing on everyday confidence. This shift follows extensive consumer research and represents a significant marketing push for SunLife since 2017. The campaign aims to reshape perceptions of the brand, positioning it as a forward-thinking, empowering force in financial services.
Directed by Freddy Mandy, the campaign features three individuals: a newly naturist couple, a jiu-jitsu enthusiast, and a wood carver. The spots highlight how SunLife’s Guaranteed Over 50 Plan empowers policyholders to live confidently. Matt Swinburne, Creative Director at TBWALondon, noted that the campaign is designed to inspire over-50s individuals to “start living their best lives.”
SunLife offers simple, affordable financial solutions tailored to the needs of people over 50. Their life insurance products provide peace of mind, and their equity release offering enables homeowners to unlock money for retirement. Victoria Heath, Chief Marketing Officer at SunLife, explained that the collaboration with TBWALondon has been “transformative,” reflecting the brand’s commitment to empowering customers. Vicky Brunwin, Head of Brand at SunLife, added that the new platform uses British humor to engage and entertain while reframing SunLife as a modern brand.
The campaign credits include: Agency – TBWALondon, Chief Creative Officer – Andy Jex, Creative Director – Matt Swinburne, Creatives – Freddie Mickshik & Beck Dunn.
The campaign also features the following: Snr Broadcast Producer – Megan Sutton, Strategy Director – LJ Kirkby-Jones, Business Director – Will Hunt, Account Manager – Yashika Jain and Media – MLG. Production Company: Smuggler; Director: Freddy Mandy. Production Company Producer: Neil Andrews, and Production Manager: Rachel Donson. Executive Producer: Tom Knight, 1st AD: Julian Richards and DOP: Suzie Lavelle. Production Designer: Max Randall, Stunt Coordinator: Matt Stirling, Casting: Anna Kennedy. Edit: Pete Sciberras, Stitch, with Music: Wake The Town, Sound: Factory Studios, with Sound Engineers: Jack Hallett, Anthony Moore, and Grade: Rich Fearon, Black Kite.
