MBF Life Insurance
Direct Response print campaign & in-branch poster
When I was working at M&C Saatchi in Sydney,  MBF Lifeinsurance division wanted to grow their business. 

Traditionally men are the key audience for life insurance but we went the other way. By talking to new mums, they're at their most "protective", so we were sure to appeal to such an emotional audience with thecreative thought that mums are over protective of their kids. 

MBF's brand positioning was 'Be Positive' so all messages had to follow it.

Visually we useda rocking horse that couldn’t rock and a "low chair", because a mother had safety proofed it. As in true DR ads, we used a baby related voucher to encourage insurance sign-ups. 

This print campaigndoubled the client’s sales objectives.

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