Life Direct: R.I.P Simon

For almost a decade, the face of life insurance aggregation site, Life Direct, was ‘Simon the Sloth’ – a lethargic, animated character who’d lost relevance. We were tasked with reinvigorating the brand for young New Zealanders - 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 problem. So, we killed Simon.