When it was time for our first big brand campaign, I knew that I’d want us to stay away from the most common concepts used by insurance companies. Things like a spokesperson or a mascot - or an overly earnest protector from doom. So instead we decided to take a different angle. Our idea was to go big on the idea of safety. How could we make safety engaging and entertaining? So that’s when we decided to show workers who go to extremes in order to protect themselves. The first year was about setting the tone. In the second year we created a custom country music soundtrack for the campaign - a gritty sounding, hard working melody, and in the third year we brought the characters to life with comedic dialogue. We created all of the spots with an amazing production partner, Revelator out of Austin, TX to shoot the spots. The spots have consistently surpassed benchmarks and continued to perform for us with one of the spots even running for close to a year. 🥧