BACKGROUND

At the start of 2021, one of the country's largest insurance brokerage needed an awareness ad campaign for publications and online ads. The business had experienced a lot of growth from acquisitions, however they were still not a name brand in the industry.

GOAL

They wanted to showcase their wide and vast market access, being able to get the best options for agents. The company also has an ability to get hard-to-find coverage types for hard-to-place risks. They wanted an ad that might show the many different coverage types that they provide in one place.

CONCEPT

With "uncertainty" being the major buzzword of the time, I thought it would be a shame if a business built on that very term didn't take advantage of it. I played with many versions of the word and many phrases. Because the company is the answer and the enemy of "uncertainty," something we were surrounded by (and hating) at the time, I thought that having it somehow stamp out uncertainty would position them as the hero (their brand archetype is the hero). It also occurred to me that the company wanted to show how their coverage types are "everywhere" around us. The idea of being surrounded by uncertainty and their coverage types then led to this headline.

CARRYING THE CONCEPT THROUGH TO OTHER CHANNELS

Many versions with the same headline were created, including ads for digital publications and banner and display ads. Our team also created social media header images for the business and the employees to stretch use of the campaign.