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Aviva Makes Its Customers The Big Picture



Helen Searle, Blue Rubicon +44 (0)20 7260 2700 / 07855 303325

Fergus Campbell, Blue Rubicon +44 (0)20 7260 2700 / 07899 908483

Carolyn Hammond, Blue Rubicon +44 (0)20 7260 2700 / 07766 542479



National Theatre (Night)
National Theatre (Night)
Sea Containers House (Dawn)
Sea Containers House (Dawn)
CNIT (Night)
CNIT (Night)

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Core Facts

‘You are the Big Picture' is Aviva's first global brand campaign, demonstrating Aviva's commitment to putting customers at the heart of its business. There are three key elements:

  • Landmark buildings across six cities globally will be wrapped in portraits of Aviva customers, employees and partners, highlighting stories that bring to life Aviva's brand promise of individual recognition 

  • One building in each city will be handed over to the public for their own moment of recognition by having their photo projected onto giant screens

  • Aviva will also look at the big picture on the major global financial issues of tomorrow with the Future Prosperity Panel, in partnership with the Economist Intelligence Unit, which convenes for the first time in London today

The campaign features real stories of the people most important to Aviva - its customers, employees, business partners and communities.

The campaign begins in October in London, Warsaw, Paris and Singapore, with Delhi and Mumbai following a month later. It will wrap buildings such as Sea Containers House in London and the CNIT building in Paris in simple, powerful images of people at the heart of Aviva's business.

With a strong digital and social media component, the campaign will give thousands of people around the world the chance to have their own moment of recognition by having their photo projected onto one of the buildings in the six participating cities.  Any member of the public can have their chance to take part by uploading their photograph at http://www.youarethebigpicture.com/ or via www.facebook.com/aviva

For the first 250,000 photos uploaded by members of the public, Aviva will donate £1 per image to Save the Children as part of its global Street to School programme; supporting initiatives that help children living and working on the streets back into education or training.  This is part of a five year commitment to helping 500,000 children worldwide fulfil their potential and to raising awareness about the plight of street children who are largely unrecognised by society. Images of children who are being helped by the programme also feature in the campaign.

In addition to shining a light on those at the heart of Aviva today, the company is also looking at the big picture on the major global financial issues of tomorrow.  Aviva is delighted to be working with the Economist Intelligence Unit (EIU) to convene today the Future Prosperity Panel; comprising nine leading experts in behaviour change, economics and policy. The panel will be chaired by Philip Coggan, Capital Markets editor, The Economist.

The panel, which includes renowned thinkers such as Alain de Botton, philosopher and author, Carl Honoré, author and financial expert and Matthew Taylor, chair of the Royal Society for the Encouragement of Arts, will take a different look at the role of individuals, business and policymakers in improving future global prosperity. 


Amanda Mackenzie, Aviva's chief marketing officer, said: "We know insurance isn't just about policies and pensions; it's about people. That's why we're making our customers the big picture, putting a spotlight on them and our people. ‘You are the Big Picture' tells the stories of how we've provided help and support to people when they needed it most. Putting customers at the heart of everything we do not only makes sense for them, it makes good commercial sense too." 

Boilerplate Statements

Notes to Editors

About ‘You are the Big Picture':

‘You are the Big Picture' buildings (wrapped from 4 October)


  • Sea Containers House

  • The National Theatre

  • St Helen's Tower


  • Hotel Intercontinental

  • WSIP

  • Millennium Plaza

  • Central at Clarke Quay


  • CNIT, La Défense

  • Opéra Garnier

  • Ave. Charles de Gaulle

Projection buildings and dates

  • London 18 - 24 October: The National Theatre

  • Paris: 18 - 24 October: Giant sphere in La Défense

  • Singapore: 19 - 25 October: Central at Clarke Quay

  • Warsaw: 22 - 28 October: Palace of Culture

The Future Prosperity Panel

The Future Prosperity Panel has been convened by Aviva in cooperation with the Economist Intelligence Unit and is chaired by Philip Coggan, Capital Markets editor at The Economist. The following individuals are all members of the panel and will contribute to the full report to be published in 2011:

  • Alain de Botton - Author

  • Matthew Taylor - Chief Executive, Royal Society for Encouragement of Arts, Manufactures and Commerce

  • Carl Honoré - Journalist and author

  • Diane Coyle - Economist, Enlightenment Economics

  • Pawel Swieboda - President, DemosEuropa - centre for European Strategy

  • Simon Tay - Chairman, Singaporean Institute of International Affairs

  • Jane Fuller - Centre for the Study of Financial Innovation

  • Rama Bijapurkar - Independent director and author

  • Ann Pettifor - Director, Advocacy International

Campaign photography (available at www.aviva.com/media/)

  • All images (other than those of children in India) were captured by renowned fashion and celebrity portrait photographer, Patric Shaw

  • Images of the children from India were taken by Oliver Sinclair, a local photographer from Mumbai

For more information on the campaign please go to

About Aviva:

  • Aviva is the world's sixth largest* insurance group, serving 53 million customers across Europe, North America and Asia Pacific

  • Aviva's main business activities are long-term savings, fund management and general insurance, with worldwide total sales of £45.1 billion and funds under management of £379 billion at 31 December 2009

  • We are the largest insurance services provider in the UK and one of the leading providers of life and pensions products in Europe

  • The Aviva media centre at www.aviva.com/media includes images, company and product information and a news release archive

  • For broadcast-standard video, please visit http://www.aviva.com/media/video/.

*based on gross worldwide premiums at 31 December 2009

Relevant Coverage

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