In recent years, AIG has been committed to cultivating a culture of diversity and inclusion in their offices and beyond. So, when we were tasked with promoting their first-ever title sponsorship of the 2019 Women’s British Open, we decided to showcase the sheer strength that AIG brings to the table by being an ally to their clients and to women on—and off—the course.
Our campaign, “The Power of Allies,” highlights AIG’s focus on bringing women to the forefront through a series of tv spots and social activations which showcase AIG’s role as an ally. Two of our spots feature golfers and professionals braving the ups and downs they face as they work towards achieving their goals with AIG as their ally. To spread AIG’s messaging beyond the green, we also created two more spots featuring a diverse group of AIG employees from around the world speaking about what it means to be an ally in an anthemic narrative.
Since its launch on August 1, 2019, the campaign has broken records for the WBO, which included breaking the highest attendance records, highest TV ratings for women’s golf since 2014 ,and generating over 13M social media impressions in just seven days.