CG Insurance made Aunt Angie, the Caribbean's first insurance brand character

Create the first brand character in the Caribbean insurance space, rooted in a cultural narrative that resonates across 21 countries and jurisdictions.

A storytelling aunt whose wildly complicated adventures contrast with the mundane claims she covers — proving that whatever your story, the cover is simple.

An all-Black women-led production team at Chemistry's Test Tube Productions shot most spots on a virtual wall in Miami, staging Angie's impossible adventures — goat hang-gliding, a boxing kangaroo — as stories told to her nieces and nephews, running across TV, social, radio, print and OOH.

The integrated campaign went live across the 21 countries and jurisdictions CG supports in the Caribbean and beyond; the source records no performance figures.

CG Insurance, the largest insurance provider supporting 21 countries and jurisdictions in the Caribbean and beyond, introduced 'Aunt Angie' — the first brand character in the Caribbean space, built by agency Chemistry on consumer insight drawn from an 'island life study'.

The conceit is a family storyteller's tall tales. Aunt Angie has hang-glided with goats before crashing into hospital, had monkeys steal her car to rob a bank, and watched a fisherman crush her car — all told to her nieces and nephews, while far more ordinary things happen to them: a needed claims payment, a boyfriend's ex vandalising a car, a new car replacement. Her stories may be complicated; Aunt Angie is covered, and now she helps cover others as the new spokesperson.

The execution came from an all-Black women-led production team at Chemistry's Test Tube Productions. Most spots were shot on a virtual wall in Miami, which let Angie hang-glide with goats and box a kangaroo in Australia. 'Without that piece of technology, we would be hard-pressed to do some of the amazing action you see,' said Renee Royal, VP and head of production at Chemistry. The integrated campaign runs live across TV, social, radio, print and out of home in all 21 markets.

No insurance brand in the Caribbean space had ever built a brand character — first-mover room for ownability.

Consumer research through an island life study pointed to a storytelling culture the brand could live in.

Complicated stories versus simple claims is exactly the promise an insurer needs to demonstrate.

A virtual-wall production made the impossible adventures affordable to shoot at scale.

A brand character works when the format carries the benefit: every tall tale Aunt Angie tells ends the same way — she was covered — so the product is the punchline.

The campaign launched across the 21 countries and jurisdictions in the Caribbean and beyond in March 2023; the source records no follow-up results.