Quick Answer
Australia’s largest pet insurer PetSure partnered with An Idea World to launch two new accident-only insurance brands, Ruff ‘n’ Tumble for dogs and 9Lives for cats. The Brisbane launch campaigns use a playful tone, showing pets in disbelief at the high vet bills caused by their fearless, curious and often ridiculous behaviour.
Creative Context: When Fearless Pets Meet Expensive Vet Bills
PetSure, Australia’s largest pet insurer, has partnered with An Idea World to launch two new accident-only insurance brands: Ruff ‘n’ Tumble and 9Lives.
Both brands have launched in the Brisbane market, with a national roll-out planned for later in the year.
The campaigns use a playful and highly relatable pet owner insight.
Dogs and cats often behave as if they have no fear.
But when their curiosity leads to an accident, they also have no money to help cover the vet bill.
Brand Strategy: Two Brands, One Creative DNA
The campaigns for Ruff ‘n’ Tumble and 9Lives share the same creative DNA and tone of voice.
Both are built around pets reacting in disbelief to the expensive consequences of their own dumb, brave or curious actions.
This creates a simple emotional bridge for pet owners.
The humour comes from imagining pets suddenly realizing that their cuteness is not enough to pay for the damage.
That idea makes accident-only pet insurance feel immediately relevant without becoming heavy or fear-based.
Creative Insight: Cuteness Won’t Cover the Bill
Glenn Dalton, Creative Director at An Idea World, explained the campaign’s core insight clearly.
Pets may have no fear, but they also have no money whatsoever.
And when the vet bill arrives, their cuteness will not cover it.
This insight gives the campaigns a strong comedic foundation.
It also frames accident-only insurance as a practical solution for the unpredictable moments that come with owning a pet.
Ruff ‘n’ Tumble: Accident Cover for Dogs With Big Energy
Ruff ‘n’ Tumble is positioned around the chaotic, fearless and often clumsy nature of dogs.
The brand name itself suggests movement, rough play and the kinds of accidents that can happen when dogs act before thinking.
The campaign leans into that behaviour with humour, showing dogs facing the financial consequences of their own adventures.
Instead of presenting insurance as a dry financial product, Ruff ‘n’ Tumble turns it into a brand built around real pet personality.
9Lives: Accident Cover for Curious Cats
9Lives brings the same playful logic to cats.
Cats are famously curious, independent and convinced they can get away with anything.
The campaign uses that reputation to highlight how even cats with nine lives can still create one very real vet bill.
By giving cats a sense of comic disbelief, the work makes accident-only cover feel relevant to cat owners without losing charm.
Film Production: Eight Pet-Led Stories
To bring the campaigns to life, An Idea World worked with director Armand De Saint-Salvy from production company Supaflr.
Together, they created eight films across the two brands.
The production crafted locations, art direction and animal characters using a combination of traditional design tools and AI software.
This hybrid approach helped create a distinctive campaign world that feels playful, polished and expressive.
The films give each brand enough character while keeping the broader PetSure launch connected through the same creative idea.
OOH and Media Rollout: From Film to Public Visibility
The films are supported by a broader media mix including OOH, radio, social and digital ads.
OOH gives the campaigns a strong role in the Brisbane launch by placing the message in high-visibility public environments.
For pet insurance, this kind of quick, humorous creative works well outdoors because the idea can be understood instantly.
A funny pet, a ridiculous accident and a high vet bill create a direct path to the product benefit.
Agency Context: The First Work From An Idea World
The brand campaigns mark the first work from newly formed creative partnership An Idea World.
The partnership was founded by freelancers Glenn Dalton and Susannah George.
Together, they bring more than 25 years of experience leading creative and production departments at some of Australia’s leading agencies.
For a new creative partnership, the PetSure launch offers a strong first statement: simple insight, distinctive tone and a campaign idea flexible enough to work across two brands.
Why the Campaign Works
The campaign works because it turns a serious financial product into a funny and relatable pet owner truth.
First, it avoids generic insurance messaging and focuses on the unpredictable behaviour of pets.
Second, it gives both dogs and cats their own brand personality while keeping the campaigns connected.
Third, it uses humour to make the cost of vet bills feel memorable without creating fear.
Finally, it extends across film, OOH, radio, social and digital, giving the launch both emotional character and media scale.
Final Reflection: Pet Insurance With Personality
PetSure’s launch of Ruff ‘n’ Tumble and 9Lives shows how insurance brands can become more accessible through humour and character.
By focusing on fearless pets, expensive vet bills and the gap between cuteness and cost, An Idea World created a campaign that feels both entertaining and useful.
The work gives accident-only pet insurance a simple role in the life of pet owners.
Pets may not think before they leap, scratch, chase or tumble.
But their owners can still be ready when the bill arrives.
Summary
PetSure has launched Ruff ‘n’ Tumble and 9Lives, two accident-only pet insurance brands, with campaigns created by An Idea World. Both brands debuted in the Brisbane market ahead of a national roll-out later in the year. Built around the insight that pets may have no fear but also have no money, the campaigns use humour to dramatize the gap between pets’ reckless behaviour and the expensive vet bills that follow. The work includes eight films created with Supaflr, supported by OOH, radio, social and digital ads.
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FAQs
What are Ruff ‘n’ Tumble and 9Lives?
Ruff ‘n’ Tumble and 9Lives are two new accident-only pet insurance brands launched by PetSure, with Ruff ‘n’ Tumble focused on dogs and 9Lives focused on cats.
Who created the campaigns?
The campaigns were created by An Idea World for PetSure, with films directed by Armand De Saint-Salvy from Supaflr.
Where did the brands launch?
Both brands launched in the Brisbane market, with a national roll-out planned for later in the year.
What media supports the campaign?
The launch is supported by eight films, plus OOH, radio, social and digital ads.
FAQs about this campaign
What are Ruff ‘n’ Tumble and 9Lives?
Ruff ‘n’ Tumble and 9Lives are two new accident-only pet insurance brands launched by PetSure, with Ruff ‘n’ Tumble focused on dogs and 9Lives focused on cats.
Who created the campaigns?
The campaigns were created by An Idea World for PetSure, with films directed by Armand De Saint-Salvy from Supaflr.
Where did the brands launch?
Both brands launched in the Brisbane market, with a national roll-out planned for later in the year.
What media supports the campaign?
The launch is supported by eight films, plus OOH, radio, social and digital ads.
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