Leo Burnett's unusual GIO ad

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XYZ animation directors againstallodds have delivered a new, fully integrated campaign for GIO Insurance.

The spot presents an animated world about a day in the life of a meticulous man, which brings to life the brand proposition ‘We Cover Details’.

The campaign is GIO’s first since appointing agency Leo Burnett, Sydney in May, 2009.

Rarely, if ever, is a long-standing insurance firm willing to break away from the norm and let the agency create a unique voice for the brand in a conservative category.

To develop the spot Leo Burnett turned to XYZ Studios.

Leo Burnett executive creative director Andy Dilallo says: “To give GIO a unique, identifiable presence in a cluttered product category, we have created a world of charming, meticulous-natured animated characters."

"It isn’t often that you get a chance to recreate a brand as established as GIO. We are all very proud of the result. It has been well worth the journey,” Dilallo said

“We dream of creative opportunities like this in animation production,” says Hamish Macdonald, executive producer at XYZ Studios.

"It was rather surprising to have an insurance company backing such a bold piece of communication. It’s been incredibly rewarding to team up the talents of againstallodds and the creative minds at Leo’s!”

'Mr Meticulous' is on air nationally from November, 2009.

Creative Credits
Title: Mr Meticulous
Client: GIO Insurance
Agency: Leo Burnett Sydney
Executive Creative Director: Andy DiLallo & Jay Benjamin
Senior Art Director: Tim Green
Copywriter: Gary Dawson & Rupert Taylor
Agency Producer: Adrian Shapiro
Production: XYZ Studios
Post Production: againstallodds
Director: againstallodds
Executive Producer: Hamish Macdonald (XYZ) & Josh Thorne (AAO)
Music: Eclectic Music
Sound: Sound Reservoir

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