The company needed a memorable campaign to generate interest in its Aviva Customer Cup - a global tournament to identify the company's champions of customer loyalty - among its 60,000 employees spread across 27 countries.

Not Actual Size will hand-pick employees to star in the campaign styled as "everyday superheroes".

"Our task is to take that serious content and make it fun - and so the characters we are creating will have a physical presence, adding an element of surprise throughout the initiative. We plan to make this tournament relevant to everyone within Aviva," explained Not Actual Size managing director Dan Holliday.

"The Everyday Heroes creative provides a real chance for us to spot our own ‘super heroes' amongst the employees and show our customers that they are special to us, which is what this tournament is all about," said Aviva head of customer experience Sarah Gregory.

The campaign will launch in two weeks and will run for a year.