RIP Simon

  • Celebrate The Life Of Simon
Flipping the Script on Life Insurance

LifeDirect is New Zealand’s leading life insurance aggregation website. For almost 10 years, the face of the brand has been its obscure mascot, Simon the Sloth — a lethargic animated character who, not surprisingly, had lost relevance. We were tasked with reinvigorating the brand and driving leads, awareness, and web traffic among New Zealanders ages 25 to 35, a demographic with an ever-increasing responsibility to insure themselves for the benefit of their dependents. But this audience viewed death as a distant, irrelevant issue.

As a real-time demonstration of the unpredictability of life, and the significant benefits of life insurance, we killed our longstanding mascot, Simon.

  • Media Coverage
  • RIP Simon
  • Simon the Sloth