Partners Life at Cannes Lions 2023

As we continue to celebrate the work from this year’s Cannes Lions awards, next up is a Grand Prix winner from New Zealand that tackles a societal issue by merging with pop culture and thereby stirring what might be otherwise an uncomfortable conversation … and creating business results via the campaign.

The brand is Partners Life, a life insurance company based in New Zealand. Citizens in New Zealand under-index in their purchases of life insurance, something obviously the brand wanted to tackle also knowing that fixing the issue would have great personal/community impact.

So the brand partnered with a leading murder-mystery television show to bring the issue to life, so to speak.

So creative. So breakthrough.

We talk about intersecting consumers where they live … Partners Life intersected entertainment viewers exactly where they live, as they watch their favorite television show. And then we talk about intercepting them with a story … again, exactly what Partners Life did by weaving their important brand message into the show’s storyline in a disruptive but engaging way.

And … to great creative and business success.

Well done. What’s your experience?