Project:Off My Insurance {Stunt / Activation}
Client:Progressive
So we gave him exactly that, dressed up as the most predictable gift of all. Off My Insurance by Progressif was a luxury eau de parfum with one note: the sweet smell of financial relief. We launched it like a real prestige fragrance, with studio product photography, moody campaign imagery and a product page worthy of a department store counter. It was a gift for dad and a not-so-subtle nudge for his adult children to get a policy of their own.
Every Father's Day, brands line up to sell dad another tie, another grill tool, another bottle of cologne. As the creative strategist on Progressive, I kept coming back to a different question: what does dad actually want? The answer, for a whole lot of dads, was simple. He wants his grown kids off his insurance.
Credits
Sean McBride, Executive Creative Director
Nate Donabed, Creative Director
Josh Kahn, Creative Director
Ashley Herrin, Associate Creative Director
Cristin Barth, Creative Strategist
Helen Rieger, Art Director
Zoe Meyers, Copywriter
Anthony Adamick, Studio Photographer