In sync with the experience of the insurance, Japanese insurance communication is usually complex, promotional and boring.

As AIG is about to launch their new brand, AIG SONPO under the vision in providing services to mitigate risks before happening, Active Care, they deserved a bold communication that not only draws attention, but one that would wake up the industry itself.

The film opens with group of All Blacks players appearing in Shibuya, one of the most crowded city in Tokyo, out of nowhere. Suddenly, the players starts dashing towards random pedestrians and tackling them to the ground. Onlookers are astonished by this sudden tackle, but as they look closer they realize what comes afterwards. After the tackle, we see shots of truck spinning out of control and crash and a billboard falls to the sidewalk. ALL BLACKS were preventing injuries and accidents from happening, personifying AIG SONPO’s commitment to protect its customers with ACTIVE CARE, risk prevention.

Grab the attention of the audience uninterested in insurance with the launch of the All Blacks movie. The movie was first featured in owned media of All Blacks, New Zealand Rugby Union and of course, AIG. After gaining 10Million organic views, boosted the views by incorporating ads and PR. We approached targets such as potential insurance buyers and sports fans using the Facebook targeting functions.