The new campaign, created by BMF, signals a departure from how the category traditionally attempts to engage Australian consumers. Rather than playing on their fears, TAL hopes to make life insurance a well-understood and valuable part of people’s lives, by celebrating everything in life that is worth protecting. 
The brand campaign is supported by TV followed up by strongly integrated, product-focused work, centring on a new innovation which allows consumers to build their own life insurance policies to suit their unique needs.

(http://www.bmf.com)