AAMI, in collaboration with Ogilvy, has launched its inaugural Christmas campaign, 'When the Festivities are Over'. The campaign, which is a first for AAMI, aims to capture the unique quirks of an Australian Christmas and the ensuing chaos of Boxing Day.

The campaign portrays the unexpected events that can occur when the Boxing Day food coma clashes with unforeseen circumstances.

The campaign is currently live across a variety of platforms including TV, BVOD, SVOD, cinema, OOH (including large format, small format and special build), social and audio. It will run until January 20. The campaign builds on the AAMI brand platform developed by Ogilvy and launched at the start of the year, which embraces the quirks and challenges of Australia and revitalises AAMI's long-standing tagline 'Lucky you're with AAMI'.

The campaign started with the cinematic 'My Country' execution using Dorothea Mackellar's iconic poem, continued with the 'Athletes in the Making' launch in the lead up to the Olympics, and in August, the 'When our game has its moments' campaign went live celebrating AAMI's association with Australia's national sport, AFL. The campaign was produced by Hogarth and directed by Tim Bullock from Scoundrel Ends.

Ogilvy Melbourne ECD Hilary Badger explained the concept behind the campaign, "The exact time when, if something should go wrong, you'd just want your insurance company to sort it out." She further elaborated on the unique approach of the campaign, "It's of course important for Australia's leading national insurer to be present at Christmas, which is such a big time of year for our country's leading brands. But being AAMI, we need a unique point of view during what can be a very crowded season for brands. So, we've opted to stand out with a much less saccharine spin on Christmas. It's an unexpected time to think about insurance, which makes it disruptive."

Mim Haysom, Suncorp EGM Brand & Customer Experience, also commented on the campaign, "We can all relate to the action unfolding in When the festivities are over, it's a fitting finish to the year and a timely reminder that no matter the situation, it's lucky you're with AAMI."