• by Fern Siegel , August 26, 2024

AIG launched the “Forward We Go”campaign at the AIG Women’s Open at St Andrews in Scotland, the birthplace of golf.

The tournament just ended, but the message endures.

Created by Berlin Cameron, the campaign positions AIG as a key supporter of women in sports, business and society.

The cross-platform push: eight spots ran during the broadcast on NBC and Sky Sports, on AIG's LinkedIn, Instagram and YouTube channels and the company's site.

"Allies Across Generations" salutes the power of mentorship and the sport. AIG's global ambassador, professional golfer Georgia Hall, takes center stage, but the focus is the young girls she inspires. In 2018, Hall won the Women's British Open — and stacked up important wins in the ensuing years.

In the TV spot, Hall reaches out to the next generation of athletes, via personalized golf balls with uplifting messages.

"There’s been such momentum around women’s sports, and it’s exciting to be an ally to AIG, creating work that enables them to be an ally to women in sports. Through the AIG Women’s Open, AIG has consistently helped to elevate the game, and this exposure only grows as talented golfers like Georgia Hall inspire and encourage new generations to move forward and keep swinging," Emily Sander, executive creative director, told Agency Daily.

AIG has been a longtime champion of women's golf. The title sponsorship was acquired in 2019.

Berlin Cameron's client work includes Wild Turkey, Aerospike, Tiffany & Co. and Walgreens.