TBWA\Hakuhodo Japan adapts classic fairy tales for the launch of AIG General Insurance

Three Little Pigs.jpgAIU Insurance Company in Japan and the Fuji Fire and Marine Insurance company completed their planned merger on January 1, 2018 to begin operations as AIG General Insurance. At the same time they launched a new TV commercial campaign to mark the start of the new company. The series of commercials, featuring well known fairy tale characters The Three Little Pigs and Little Red Riding Hood, are being broadcast throughout Japan.

AIG General Insurance, with its concept of ACTIVE CARE, will aim to help customers identify and prepare for the risks they face in everyday life, and the new TV commercials represent this with a tagline which translates to "Know your risk, change your destiny."

3 Little pigs.jpgBad wolf.jpgThe TV commercials introduce this concept to customers with a fresh twist on well-known fairy tales as a way of communicating the importance of preparing for risks. The new take on classic stories also represents the aim of AIG General Insurance to redefine insurance in Japan by helping customers understand the importance of preparing for risks and by providing them with the best advice and solutions to go about their lives in safety and comfort.

The new TV commercials feature alternate versions of the stories of the Three Little Pigs and Little Red Riding Hood and were filmed in live action with the story characters in specially designed masks and costumes. In the stories, the beloved characters receive advice on the risks they face from an AIG General Insurance agent and a risk consultant. The characters are then able to take the appropriate precautions to bring about a new happy ending to their stories. The Three Little Pigs learn how to deal with the risks they face, while Little Red Riding Hood learns about the risks that can affect her as the owner of a successful food store.

"The Three Little Pigs" (30 second version)
The Big Bad Wolf is looking for the Three Little Pigs but they have nothing to fear as they are able to catch the wolf in a trap before he can do anything to them. The Three Little Pigs had received advice on the risks posed by wolves from their AIG General Insurance agent and were able to take the appropriate precautions. Watch the commercial to see how the Three Little Pigs know their risk and change their destiny.

Red Riding Hood.jpgRed Riding Hood 3.jpgRed Riding Hood 2.jpg"Little Red Riding Hood" (30 second version)
The Big Bad Wolf closes in on Little Red Riding Hood as she makes her deliveries, but, in a surprise twist it's actually a hunter disguised as Little Red Riding Hood. Little Red Riding Hood had received advice from an AIG General Insurance risk consultant on the risks that affect her business. Watch the commercial to see how she was able to know her risk and change her

Filming the Commercials
The new commercial series for AIG General Insurance was filmed in Los Angeles at both studio and outdoor locations using actors who were selected to play the Three Little Pigs and wolf characters. Filming made use of specially designed costumes and masks that were controlled by professionals to create various facial expressions and bring the characters to life.

A short video showing behind the scenes footage of the TV commercials will be released on AIG General Insurance's YouTube channel and other social media channels in the near future.

Credits -
CCO = Kazoo Sato
SCD = Takahiro Hosoda
C = Hiroshi Yamazaki, Kei Tominaga, Tetsuya Umeda, Tomoko Kasugai
AD= Keisuke Shimizu, Yosuke Sugioka
AP=Masato Midorikawa
D=  Kazuya Yamazaki (NUSH)
AE = Kei Kaneko, Eriko Matsumoto, Kasumi Shimada, Rena Sonokawa, Yukiko Okubo
Pr = Keisuke Mizusako (AOI Pro.)
PM=Tokuo Tanida
Dir = Koichi Iguchi
DOP = Matthew Chuang
VFX= Wazamono
Pr = Wataru Ito (amana)
P = Ryohei Takanashi(acube)
Ret = Rumi Ando(un)


Mike said:

The bow has a turnbuckle holding the string to the upper limb? Is this a commercially available bow?

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