Lots and lots of dots
'We Pay Claims' – 30" TVC
Insurance might give the fine people at SGIO/SGIC the warm fuzzies but it certainly doesn’t tickle most people’s tootsies. To make insurance likeable, M&C Saatchi Sydney devised a unique campaign that would position SGIO/SGIC as a company with strength of character, personality and honesty and cut through the cluttered landscape to deliver this message with absolute clarity.
M&C Saatchi called on Flutter and together we hopped on a metaphorical rocket ship and took as far a departure as possible from the insurance ads we’ve all been overexposed to; swapping out tired tropes for uniquely likeable characters designed by world-renowned illustrators Craig & Karl. We played on the simplicity of these characters and their world, using this as an asset to draw parallels between them and the unpretentious, sincere values of the company. Minimal environments—intentionally stripped back to highlight only the most essential elements—coupled with bold, eye-catching illustration, worked to inform and enrich the story in a way previously unseen in the insurance industry.