Some insurance ads scare customers with the fear of things going wrong. Sonnet Insurance wanted to reach millennials in a different way: optimism.
Our big idea was to celebrate millennials' unheralded love for their stuff. Instead of pretending that objects aren't important, we dreamt up a "Micro Insurance" app that helps them celebrate the things they love. We called our campaign "STUFF." It won a One Show Merit award for best video work.