Using Bad Luck to Highlight You’re Lucky With AAMI ‘When Australia Happens’

Using Dorothea Mackellar’s iconic poem ‘My Country’, juxtaposed with the very unlucky – and very Australian – scenarios people sometimes face.


Australian insurance provider AAMI has unveiled a long-term brand platform via Ogilvy, reinforcing the message of why it’s Lucky you’re with AAMI.

Marking a shift from its previous ‘AAMI Does’ platform which has been in market since 2020, the new platform embraces the quirks and challenges of Australia, reinvigorating AAMI’s long-standing tagline Lucky you’re with AAMI, according to a release.

It launches with a campaign film this week using Dorothea Mackellar’s iconic poem ‘My Country’, juxtaposed with the very unlucky – and very Australian – scenarios that the lucky country sometimes faces.


“The AAMI brand promise has always been that of positivity in the face of life’s big and little inconveniences, which is the essence of Lucky you’re with AAMI,” said Ogilvy Melbourne ECD Hilary Badger.

“And given that Australia is a big place with its quirks and challenges, Australians need easy insurance.  That’s why this latest campaign has used a fun and laconic Australian tone, Mackellar’s widely recognised reflections mixed with some visual humour to reinforce what makes the AAMI brand so special, and its effortless insurance unique.”



Suncorp’s EGM Brand & Customer Experience Mim Haysom said: “AAMI supports customers far and wide across all of Australia, so we know first-hand some of the challenges our customers face in their everyday lives, and how unique some of those challenges are to Australia.  Our new campaign reflects the diversity of the Australian experience, and reinforces that when our customers are unlucky, we’re there to support them. We’re incredibly excited by this new work, particularly the use of a beloved Australian poem to bring to life the uniqueness of our loved Australian brand.”


Client: AAMI (Suncorp)
Mim Haysom: CMO/EGM Brand & Customer Experience
Rapthi Thanapalasingam: Head of Brand & Content
Toby Gill: AAMI Brand & Marketing Manager

Liza Friedman: AAMI Marketing Lead

Lisa Marshall: AAMI Marketing Specialist

Sally Frank: AAMI Marketing Specialist

Amy Wagner: AAMI Marketing Specialist

Strategy & Creative Agency: Ogilvy Australia

Production: Hogarth

Media: OMD

Production Company: Revolver

Director: The Glue Society

Post-Production: BlockheadVFX

Sound & Music: Otis

OOH Location shoot: Hart & Co

AAMI women studio shoot: Stefan Wellsmore

End frame/motion shoot: O’rourke & Gates

Retouching: Studio ADFX


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