The Challenge

Aviva wanted to prove that great work doesn't require an external agency.

When Aviva Life decided to shift from agency reliance to a high-performance in-house model, the brief was clear: match Tier 1 agency output, reach 15.5 million UK customers, and actually move sales.

The Work

Starting from a blank brief, the conceptual and visual platform for Aviva's first fully in-house campaign was built from scratch. So effective was the Life work that it evolved across Health — creating a unified multi-product creative solution that ran at scale.

The Result

8.2M customers reached. 175% increase in sales.

The campaign validated the in-house model entirely — delivering Tier 1 quality at a fraction of the cost, and setting a new internal standard for what the team could achieve.