Agency: AMV BBDO
‘You are the Big Picture' is Aviva's first global brand campaign, demonstrating Aviva's commitment to putting customers at the heart of its business.
There are three key elements:
• Landmark buildings across six cities globally will be wrapped in portraits of Aviva customers, employees and partners, highlighting stories that bring to life Aviva's brand promise of individual recognition
• One building in each city will be handed over to the public for their own moment of recognition by having their photo projected onto giant screens
• Aviva will also look at the big picture on the major global financial issues of tomorrow with the Future Prosperity Panel, in partnership with the Economist Intelligence Unit, which convenes for the first time in London today
The campaign features real stories of the people most important to Aviva - its customers, employees, business partners and communities.
The campaign begins in October in London, Warsaw, Paris and Singapore, with Delhi and Mumbai following a month later. It will wrap buildings such as Sea Containers House in London and the CNIT building in Paris in simple, powerful images of people at the heart of Aviva's business.
With a strong digital and social media component, the campaign will give thousands of people around the world the chance to have their own moment of recognition by having their photo projected onto one of the buildings in the six participating cities.
Any member of the public can have their chance to take part by uploading their photograph at youarethebigpicture.com or via facebook.com/aviva
For the first 250,000 photos uploaded by members of the public, Aviva will donate £1 per image to Save the Children as part of its global Street to School programme; supporting initiatives that help children living and working on the streets back into education or training.
This is part of a five year commitment to helping 500,000 children worldwide fulfil their potential and to raising awareness about the plight of street children who are largely unrecognised by society. Images of children who are being helped by the programme also feature in the campaign.
In addition to shining a light on those at the heart of Aviva today, the company is also looking at the big picture on the major global financial issues of tomorrow.
Aviva is working with the Economist Intelligence Unit (EIU) to convene today the Future Prosperity Panel; comprising nine leading experts in behaviour change, economics and policy. The panel will be chaired by Philip Coggan, Capital Markets editor, The Economist.
The panel, which includes renowned thinkers such as Alain de Botton, philosopher and author, Carl Honoré, author and financial expert and Matthew Taylor, chair of the Royal Society for the Encouragement of Arts, will take a different look at the role of individuals, business and policymakers in improving future global prosperity.
"We know insurance isn't just about policies and pensions; it's about people. That's why we're making our customers the big picture, putting a spotlight on them and our people,” said Aviva's chief marketing officer, Amanda Mackenzie.
“‘You are the Big Picture' tells the stories of how we've provided help and support to people when they needed it most. Putting customers at the heart of everything we do not only makes sense for them, it makes good commercial sense too."