In a crowded life insurance market, most brands looked the same. We wanted to break through. 66% of people don’t have life insurance, and they’re three times more likely to insure their pets than themselves. So we flipped the script. Bright colours, bold typography, and real families brought Aviva’s promise to life. Our message was simple: “We’ve got you covered”. The result? Attention scores that smashed bench marks, quotes surged, and sales soared. This campaign didn’t just hit targets, it redefined how life insurance shows up in people’s lives.