Seen+Noted: Stella Insurance launches provocative global campaign ‘It Takes Boobs’

Purpose-driven, female-focused insurance brand Stella has launched a new brand campaign through Cocogun. Based on the premise that the language we use shapes the way we see the world, the campaign celebrates courage, integrity and audacity by expanding the vernacular around bravery to include a new phrase: ‘It Takes Boobs’.

The campaign features a series of women from all walks of life who each embody courage in some way. It’s the latest iteration of Stella’s ‘Unapologetically For Women’ platform, which seeks to create a more equitable world in insurance, and beyond.

The Stella brand was created because many insurance products have been designed without taking women’s needs or circumstances into account. For example, when Stella founder Sam White began looking at the small print on insurance contracts, she found that most insurers will not pay out on a claim if the car has been damaged by someone known to the claimant. However, Sam also knew that a large percentage of this cohort are victims of domestic abuse. It was just one point in a vast array that didn’t add up for female drivers, who make up over half of road users.

This is why Stella’s products and customer experiences are designed to prioritise the needs of women and support a broader vision to help balance gender biases. They also offer domestic cover to take extra care of those affected by domestic and family violence by waiving excess relating to a claim. To further support this, the brand has formed a long-term partnership with Women and Girls’ Emergency Centre (WAGEC), providing funding to help women walk away from domestic violence. Stella donates $5 to WAGEC for every new car insurance policy sold.

Says White: “Having worked in insurance for many years I realised it was so male dominated that the product design, experience, and marketing were all unconsciously built for men, and I was excited to change that. At Stella, we’re proud to stand for more than just cars and profit and our purpose is to ‘change the game for women’ in male dominated industries and life at large. This new campaign is a bold new expression of that perspective.”

Says Anita Manchester, head of marketing at Stella: “Stella exists to design products which are fit for a fairer world, and fairness starts with the language we use. Courage is far from an exclusively male domain, so we wanted to reflect that in our words and with inspiring examples…while also bringing a touch of our trademark Stella playfulness to the table.”

Says Chiquita King, co-founder and MD, Cocogun: “This campaign is about making the language we use around bravery more inclusive. Inclusiveness in any guise is a good thing. It has nothing to do with physiology and everything to do with a philosophy that is emblazoned with passion, authenticity and integrity. Changing language, changing people’s perspectives and, ultimately, changing the world…takes boobs.”

The film and stills were shot by director and photographer Sarah Adamson from Photoplay who brought to the project her unique vibrant style and inimitable ‘behind-the-lens’ personality. She said: “My aim was to give this film the authenticity, energy and integrity it deserves. Along with an incredibly talented cast and crew, we created something that feels as far-reaching as its message with an irreverent and brazen attitude that is unmistakably Stella Insurance.”

The campaign will run in both Australia and the UK, across TV, BVOD, digital, press and OOH.

Client: Stella Insurance
Founder & CEO – Sam White
General Manager – Renee Cosgrave
Head of Marketing – Anita Manchester
Brand & Campaign Marketing Manager – Vivian Yeung

Creative Agency: Cocogun
Creative Partner – Ant Melder
Managing Partner – Chiquita King
Art Director – Lauren Maneschi
Copywriter – Hannah Stokes
Creative – Kat Topp
Group Business Director – Emily Hahn
Executive Producer – Monique Pardavi
Head of Design – Chris Clausen

Production Company: Photoplay
Director – Sarah Adamson
Executive Producer – Oliver Lawrance
Producer – Chris Thompson
Casting – Felicity Byrne Casting
Casting Director – Sarah McGrath
DOP – Campbell Brown
Production Designer – Karla Milat

Stills – Photoplay Photography
Photographer – Sarah Adamson

Post Production: The Editors
Head of Production – Liv Reddy
Post Producer – Adrian Konarski
Editor – Joe Morris
Colourist – Alina Bermingham

Sound Production: Smith & Western
Dan Higson & Nick West

Composer
Steve Toulmin