CAMPAIGN _ 2020
We're On It
CAMPAIGN OF
THE YEAR
2020
A new creative platform that aims to position Direct Line as a proactive solver of problems. To do that, it features superheroes such as Bumblebee from Transformers, Teenage Mutant Ninja Turtle Donatello and RoboCop rushing to people’s help only to find Direct Line has got there first.
As an agency we too a huge risk in deciding to change hugely successful ‘The Fixer’ campaign in early 2020, many thought it must be a joke. The campaign featuring Winston Wolfe had been a runaway success, helping the brand win two IPA Effectiveness gold awards and deliver significant returns for the business.
As if switching creative platform isn’t a big enough job in normal times, it did so just weeks before the pandemic hit. It made the launch extremely difficult forcing it to pivot left, right and centre.
My role was Creative Design Director. Working closely with creatives Will Brookwell and Will Helm, along with Creative Director Frankie Goodwin. A relatively small nimble team. That was able to make swift decisions and protect the heart of the idea.
The design challenge.
Using such big characters and hollywood worthy action it was vital we ensured that the Direct Line could show up in the same space without looking too contrived. Leading the rebrand for Direct Line i was able to understand such requirements and ensure the brand is flexible enough to accommodate future campaigns.
Setting the scene.
Moodboards for OOH
Character creation.
Modeled by The Mill
OOH
Big blockbuster posters capturing the energy of our TV spots. The OOH ran nationally across Press, billboards, buss wraps and digital.
20% more effective than The Fixer was at driving sales both in the short and long term award winning work featured in Campaigns & Marketing week's top 10 campaigns of 2020. and
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