We're here for the good of the country

Overview

It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Challenge

FMG is New Zealand’s leading rural insurance company – one that’s stood alongside kiwi farmers and growers for over 100 years offering them not only insurance, but good advice for on-farm risk management. To promote this positioning, bcg2 created a new brand campaign underpinned with the line ‘We’re here for the good of the country’. The campaign reflects the strong personal relationships FMG has with its clients, and the unique sense of humour that’s so much a part of rural life.

The Realisation

It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

WORK