2022 MarCom Gold Award

GOAL

Client liked a concept we shared for a previous ad campaign where sketch drawings were mixed with real photos. We were asked to create a campaign promoting the company, especially their professional and transportation lines of coverage, using that imagery.

TARGET AUDIENCE

Insurance brokers and agents

CONCEPT

Since the ads would run as print and digital ads in industry publications, I wanted to avoid general “we’ll protect you” insurance concepts that appeal more to consumers. I created multiple focused on showing their expertise in specialty insurance and hard-to-place risks.

Among multiple headlines, the client who chose the one more generic headline written, “We picture the worst,” as one of the concepts.

RESULTS

Still awaiting results of this campaign as ad #3 is still in creation.

AD 3 Image: A semi truck hauling timber, and the sketch showing the logs falling from the truck.

Headline: Imagination closes gaps.