For an insurance company, the less claims made the better. However AMI doesn’t just want to minimise claims to line their own pockets. They truly believe that a safer world will be a better world. Less robbery, less accidents, more care, more consideration, safer roads will all lead to better outcomes for New Zealanders.

This new purpose was launched with a brand TV spot that imagines how good a safer world might look.

The feel-good spot features a young roller-skater as she confidently journeys through a very safe and considerate neighbourhood, all to the groove of an ‘old-school’ hip-hop track.