Direct Line
Real Life Insurance

CHALLENGE:
Direct Line weren’t going to make a brand campaign for a year, so wanted ideas that engaged people in new ways. 

OUR THINKING
Insurance ads seemed to ignore and belittle young people. And young people hate insurance. Chicken + egg. But we thought young people love watching fails on social. And fails highlight the need for insurance…

ACHIEVEMENT
We found short UGC fails and also re-jigged Direct Line products, and we target young people across social. Introducing: The Liability Mate, The Self Sabotage and The Relationship Breakdown.