You Are The Big Picture was a physical demonstration of Aviva’s commitment to putting people at the heart of everything they do.

Aimed at opinion-formers in financial centres, it focused on six key cities – London, Warsaw, Paris, Delhi, Mumbai and Singapore. Almost overnight, giant portraits appeared on skyscrapers, public buildings, in train stations, and on specially commissioned installations.

The campaign was further extended by special poster builds, press, digital advertising and a pop-up studio/projection screen, all reinforcing the theme of 'big pictures'. A URL – youarethebigpicture.com – led to a website revealing the stories behind the pictures. These described interactions between Aviva customers and staff, where Aviva had gone above and beyond ordinary customer service. Each online visitor was then invited to upload their own self-portrait, to be projected as part of the project.

Over 60,000 portraits were uploaded and projected on giant sites around the world. Many participants took advantage of our Facebook film and YouTube Live Streaming schedule to tell their friends the exact time of their projection. There were 1.8 million online visits, 25,000 hours of YouTube Live were watched, and favourable consideration of Aviva among the target market exposed to the campaign rose by 14 percentage points (Source: ICM Tracker).