‘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."
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
Central at Clarke Quay
CNIT, La Défense
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
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