MAS: The Overthinker

MAS has launched its latest brand campaign with a focus on what keeps Kiwis awake at night. A New Zealand-owned insurance and investment mutual, MAS has been supporting the financial wellbeing of its members for over a century.

The campaign taps into a universal truth: whether it's big, life-changing decisions or small, everyday worries (don't forget – it's bins day tomorrow), these thoughts can nag, especially in the middle of the night. MAS's message is simple: there's no need to overthink it. Their range of insurance and investment solutions help members sleep easy, knowing their financial future is secure.

The creative team behind the campaign wanted to reflect the unique role MAS plays as a mutual-where the wellbeing of its members always comes first. Rather than focusing purely on the functional side of their offerings, the campaign speaks to a deeper need for reassurance and peace of mind.