Hollard Life launches TVC with new agency Grey
Hollard Life has launched a new TVC and 360-degree brand campaign, “Abantu bazothini” — an isiZulu phrase means “What will people say” — with its newly appointed creative agency, Grey Africa. Mid-2019, Hollard parted ways with its previous agency, M&C Saatchi Abel, due to client conflict issues.
Grey is also the agency for Hollard Insure, which focuses on corporate and commercial insurance, while VMLY&R has the account for Hollard Group and Hollard Partner Solutions.
“We love the energy and spirit of the Grey team, and we could see that they had really listened to us and had devoted a lot of time to think about the nuances of our brand. Creativity is a hard journey, so we wanted an agency that could work closely with us and grow with us. Relationships are everything in business, and great work takes time and commitment. We are thrilled to have Grey partner with us on this journey.”
“With this campaign, Hollard wanted to reposition what the life insurance business is all about,” explains Fran Luckin, Grey Africa chief creative officer. “We wanted to start shifting South African’s mindsets about funeral and life cover and get them to think more about life insurance and less about funeral policies.
Says Farhaana Baartman, Hollard Life head of marketing and customer, “Funerals are an important element of many South African cultures but the important question people should be asking themselves is, ‘What is the legacy I will leave behind for my loved ones?’ Part of this legacy is life insurance to ensure that one’s family is well looked after. As Hollard celebrates our 40-year milestone, we want South Africa to start seeing Hollard Life as more than just a funeral business, but as a life insurance partner that can help you leave a worthy legacy.”
The new Hollard Life commercial was directed by Justice Mukheli of Bomb Commercials.