AMERICAN FAMILY INSURANCE
American Family Insurance, a regional insurance company in 19 states, couldn’t rely on its advertising budget (for perspective, AFI was outspent 40:1 by the category leader) or conventional disaster messaging to be heard. But, is that really what people needed to hear right now? With a 24-hour news cycle that seems to only highlight the bad, American Family Insurance realized it was prime time to flip the script. Rather than play off people’s fears, we could reposition insurance to be about an investment in the future, with a different POV: Your dreams are the most valuable thing you will every own and every dream deserves protection.
The brand broke free from the category, reversed a 5-year decline in brand awareness, and generated over $700 million dollars in revenue from new policies.
ROAD TRIP | DIRECTOR: JAMIE RAFN
SON | DIRECTOR: JAMIE RAFN
In 2020, American Family Insurance decided to take a more product-focused approach to the campaign. Whatever it is you worry about, whatever keeps you up at night, whatever you need to protect, whatever you fear most, rational or not, American Family Insurance has a policy that will work for you. Because understanding what’s important to you and the dreams you are working towards, that’s what keeps them up at night.
FUN RIDE | DIRECTOR: PETER THWAITES