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Death of Simon the Sloth

LifeDirect

Issue 49 | December 2018

Background

LifeDirect is New Zealand’s leading life insurance aggregation website. For almost ten years, the face of the brand has been their obscure mascot ‘Simon the Sloth’ – a lethargic, animated character who, not surprisingly, had lost relevance. The task was to reinvigorate the brand for New Zealanders 25 – 35; a demographic with an ever-increasing responsibility to insure themselves for the benefit of their dependents. The problem is, they view death as a distant, irrelevant issue.

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