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The Big Picture Project

Issue 18 | March 2011

Background

The agency was tasked with bringing to life Aviva’s brand positioning of ‘People not policies’ in a way that also embodied the brand’s determination to act in innovative, unconventional ways. This was made more challenging by the requirement to launch in six cities in different parts of the world, on a budget that didn’t stretch to TV, at a time when the whole financial sector was being treated with suspicion. Clearly, the solution was going to have to go beyond conventional advertising.

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