Insurance is about peace of mind, but that doesn’t mean it has to be predictable. For Tower, we saw an opportunity to bring character and creativity to the unpredictable moments that insurance is really there for – the slips, the spills and the dented cars.

Enter Miss Haps, Miss Takes and Miss Fortune. A trio of relentlessly upbeat agents of chaos who turn everyday mishaps into entertaining moments. They’re the kind of characters you don’t want in your life, but if (when) they show up, it’s good to know Tower’s got your back.

This new brand platform is built on a truth we can all relate to – life’s little disasters rarely come with a warning. So rather than overloading people with dry, rational messaging, we helped Tower reframe the conversation, using character and creativity to build emotional connection and reinforce their role as New Zealand’s forward-thinking insurer.

The campaign launched with a suite of TV, radio, OOH and a 24-episode social series. It’s big brand storytelling with humour, heart, and a very modern take on insurance.