Don't DIY Insurance

Comparion is a relatively new insurance brand with an audience awareness hovering around zero. That's the bad news. But they have a strong position as a company whose agents live in the neighborhoods they serve, and their customers actually love them. That's the good news. So, our job was to make an introduction of the Comparion brand to highly targeted online audiences with their first ever broadcast campaign. And to do it all for less than $90,000.
We agreed with that hypothetical smart person and dove in with the parameters in mind and tapped into a cultural insight that told us people, now more than ever, are attempting to do insurance by themselves - DIY style - and it was backfiring on a regular basis. In solving that problem, we found our hook: Don't do insurance by yourself. Do insurance with Comparion.
So, we took those very real problems, flipped them into something unexpected, and turned them into fake brands. The best insurance became Beast Insurance. Low cost insurance became Locust Insurance. But saying the names of these fictitious providers didn’t go far enough to make them interesting or funny.

That’s why we created actual identities for both fake brands. Designed logos. Built and produced boxes and packaging and brought them to life on set north of Boston. Beast Insurance involved yetis and a spouse who had to make it right with Comparion. The Locust Insurance involved, you guessed it, a cloud-like swarm of locusts in which our protagonist endured before switching to Comparion.