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An image of Mia, a young girl sitting on her bed, surrounded by lights.

Protect Life As They Know It
L&G

Turning functional necessity into a profound act of love.

Selling life insurance is inherently difficult because it forces people to confront their mortality for an intangible reward, resulting in a massive UK protection gap where 63% of adults lack cover and are more likely to insure their pets or phones. To overcome this procrastination and stand out in a category that relies on either cookie-cutter family tropes, generic avoidance, or heavy-handed shock tactics, L&G needed to abandon functional, transactional messaging and reinvigorate their product with a campaign possessing real emotional heft. We needed to find a way to acknowledge reality but approaching it in a human, uplifting way.

Learn more about the project
A young girl is sat on her bed playing with her teddy with a series of drawings on her wall
A mum is putting a skateboarding helmet on her son's head.
A child is jumping on her bed, wearing a football shirt and a tutu.
A mother and child are making cupcakes in a kitchen together and tasting the mixture.

If you want to have a chat → Say hello

If you want to have a chat → Say hello

If you want to have a chat → Say hello

If you want to have a chat → Say hello

If you want to have a chat → Say hello