LIFE INSURANCE CAMPAIGN
A major insurer’s first in-house campaign: sales up 175% across 8.2 million users, seen over 55 million times.
As Conceptual Design Manager at a major insurer, I led the creative for the campaign, from first sketches to launch. Life insurance ads all look the same, so we made one that felt like real life. The idea was simple: protecting your squad is what it’s all about. Bold type, bright colour and human stories brought it to life, and quote requests climbed across every channel.
PROBLEM
Every life insurance ad looked the same, so nobody was paying attention.
SOLUTION
A bright, confident idea about looking after your people, told with big type, bold colour and plain words.
BEHIND THE WORK
Challenges & Wins
This was our first big campaign since a full rebrand, and the first made in-house. I had to bring agency speed into a team that, rightly, cared a lot about the brand. We got there by testing early, sharing work often and taking the marketing team with us instead of presenting at them.
I fought for work that broke from the usual, but still looked and felt like Aviva. It became the company’s first campaign across every channel, from first sketches to launch. It performed so well that we reused the idea for health insurance. Working with local studios and teams saved real money and built the in-house team’s confidence to do more themselves.
