R.I.P Simon the Sloth

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.