• My basket
    Quantity
    Price
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

R.I.P Simon the Sloth

Award: Wood Pencil

Wood Pencil / Media / Use of Integrated / 2019

LifeDirect is NZ’s leading life insurance site, the face of which was Simon the Sloth. We were tasked with reviving the brand amongst a younger demographic who view death as a distant issue. So we killed Simon. As a real-time demonstration of the unpredictability of life and the benefits of life insurance, we pushed him off a cliff on ‘live’ TV, whipping up a social storm. The next day, we ran full-page obituaries, announcing that Simon had failed to specify his insurance beneficiaries. Kiwis who ‘knew’ Simon were invited to share stories about their relationship in order to receive a share.

  • R.I.P. Simon the Sloth

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again