AIG Life launches 'This Is For Them' with the New Zealand All Blacks



Monday 2 September 2019


AIG Life Limited has today unveiled AIG’s first UK sponsorship campaign with the New Zealand All Blacks rugby team, This is for Them.

The campaign, which leads with a 90” manifesto film narrated by New Zealand rugby legend Sean Fitzpatrick and features six of the current All Blacks players, is a celebration of selflessness and serves as a powerful reminder that the best things we do in life, we do for others.

Alongside the manifesto film, the campaign will include five additional 60” films that tell the stories of what motivates the All Blacks: family, teammates, heroes, fans and being in the game itself. The video content will run online.


Sue Helmont, Marketing Director at AIG Life, said:

'AIG’s UK campaign is inspired by the ethos of every All Blacks player. The All Blacks live and breathe a philosophy of selflessness and responsibility - their saying is that you must leave the jersey in a better place. This really resonates with AIG Life because the insurance that someone buys from AIG is about leaving a legacy to protect and look after others.

Yet the reality is people don’t like to talk about death and the life-altering moments when this insurance is needed. Consumer advertising campaigns for life insurance are rare in the UK as a result. But it’s our families, the people around us and the people we love that motivate us and who we try to do right by. The best things we do in life, we do for others. That’s what we’ve learned from the All Blacks through our sponsorship of New Zealand Rugby and that’s the approach we’ve taken with our campaign.'


The campaign also includes social content featuring brand ambassadors Sir Clive Woodward and Richie McCaw as well as a suite of digital, print and out of home assets.


Sean Fitzpatrick, who narrates the 90” manifesto film said:

'As father, husband, and former All Black, I connected with this campaign on a number of levels. It’s an honest and sincere insight into what the All Blacks play for and took me straight back to being in that changing room. Importantly it reminds us all that acting with others in mind is at the heart of living a fulfilling and meaningful life. I’m truly proud to be a part of it.'


The campaign, developed by creative agency Octagon with Intermarketing Agency handling media planning and buying, goes live this month ahead of the next global rugby tournament.


Josh Green, Executive Creative Director at Octagon UK, said:

'It’s not often a brief comes into an agency and changes the way you think about the world. This one did for almost every single one of us who touched it. We all have a ‘them’ in our lives and this was a brilliant reminder to never take them for granted.'