BOB DAVIES
 
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CHALLENGE

Insurance isn’t exciting. It’s also intangible. What can we do to capture imagination and bring the need to be covered home? 

Fender benders. Imploding microwaves. Deceased spouse(s). Shit happens… …and so do 30-foot robots. The idea that you need to be covered because anything can happen to anyone, anywhere, at anytime was the driving force behind a broadcast spot for State Farm’s “multiline” insurance offering (auto, home and life). Our job was to extend that concept in digital because online quote generation is a major acquisition drive for the company.

 
 
 
 
 
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EXECUTION

We had the premise and we had the robot. But what the newly released Google Maps Street View API gave us was a way to make the story personal.

Fueled by a truly integrated campaign execution, we hit people across all touch points and kept the fire going by giving people an experience they actually wanted to share.




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SUMMARY

Most people know they should have insurance, but few act until disaster strikes.

Broadcast did a great job of making that idea fun to watch, but digital did a better job of making it fun to experience and share.

 
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AWARD

2012 Cannes Direct Silver Lion

“State Farm Chaos In Your Town”

 

Client

State Farm

 

EXECUTIVE Creative Director

Joe Cianciotto

 

Group Creative Director

Barry Burdiak

 

Creative Directors

John Hayes

Adam Glickman

Craig Feigen

 

Associate Creative Directors

Bob Davies

Matt Christiansen

 

Art Direction

Bob Davies

Rachel Newell

Megan Sheehan

Mario Azzi

 

Design

Bob Davies

Rachel Newell

Ryan Murphy

 

Copywriting

Matt Christiansen

Melissa McCarthy

Todd Perelmuter

Katie Riddle

 

Director of Digital Strategy and Production

Paul Sundue

 

Technical Director

Jamie Templeton

 

Executive Producer

Scott Kemper

 

Executive Producer of Digital

Carly Ferguson

 

Producers

Laura Perotta

Whitney Knecht

 

Production, Development & Animation

B-Reel

 

3D Modeling, Animation & Effects

The Mill - New York

 
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