“What the ffuuuccckkkkkkkkkkkkk”

Immediately after our recognisable mascot became ah, less recognisable, LifeDirect’s social pages were flooded with concerned and confused messages from onlookers.

Sadly, Simon was gone but luckily, he had life insurance. Unfortunately, being a sloth and all, he’d failed to specify who his intended recipients were. So the day after his demise, we published an obituary and invited anyone who was a treasured friend of Simon’s to share a story about their relationship in order to receive a slice of the payout.

Thousands of Simon’s mates dropped by RIPSimon.co.nz to tell us how they knew the popular sloth via unusually specific pre-populated options while others fabricated their own narratives and shared them on our social pages.

Though many people prospered from his death, ultimately, Simon went out doing what he loved – teaching Kiwis about the benefits life insurance could have on those left behind.