Death of Simon the Sloth

Background

LifeDirect is New Zealand’s leading life insurance aggregation website. For almost ten years, the face of the brand has been their obscure mascot ‘Simon the Sloth’ – a lethargic, animated character who, not surprisingly, had lost relevance. The task was to reinvigorate the brand for New Zealanders 25 – 35; 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, irrelevant issue.