We created a new Australian Christmas ritual for Australia’s leading insurer.
In celebration of being the title sponsor of the Carols by Candlelight event in Australia, we created a holiday campaign for AAMI, Australia’s biggest insurer, that has since become a holiday tradition for Aussies across the country look to forward to.
Bringing the joy of Carols by Candlelight from coast to coast.
Every year, the famous red ‘AAMI Roadside Assist Vans’ get a festive spin, turning them into ‘AAMI Roadside Cheer Vans’.
The Roadside Cheer Vans take to the road, visiting Australians who need it most, and bringing joy and Christmas carols.
For the chance to be visited by the van and its carollers, people could share their ‘cheermergency’ on social media. This user generated content, along with footage captured on the road, made for an engaging social campaign.
Roadside Cheer has run for three years, becoming something more and more people look forward to every year.
Giving the whole nation the ability to sing in the Carols by Candlelight choir.
To make the tradition even bigger in 2023, and to drive further donations to Vision Australia – the charitable organisation behind Carols by Candlelight, we re-wrote a Christmas carol with a unique Aussie twist, and gave all Australians the chance to add their voice to the mix via TikTok duets and a recording booth on the Cheer Van.
We partnered with blind singer-songwriter Lara Nakhle to rewrite the lyrics based off what Christmas means to the children supported by Vision Australia.
After sharing the new lyrics and gathering duets on Tik Tok, the full song was revealed live during the Carols by Candlelight television broadcast.
We’re proud to have made this work with the team at Ogilvy Melbourne.
David Ponce de Leon — Executive Creative Director 2021/2022
Hilary Badger – Executive Creative Director 2023
Lenna Borland — Group Creative Director
Ryan Clayton – Creative Director
Isabel Gomes Brand & Omar Jordan Fawahl, Julia Stretch (2023) — Creative Team
