STATE FARM
Making insurance sound less like insurance
State Farm was one of America's most familiar insurance brands. But the ‘good neighbor’ risked losing relevance among millennials coming of age, buying cars, getting married, or making other big life choices.
The challenge was making a conservative Midwestern brand feel comfortable in a different cultural context without pretending to be something it wasn't.
Leading the Sanders\Wingo creative team, I helped develop a campaign that shifted the spotlight from coverage or policies to our audience’s individuality.
The challenge was making a conservative Midwestern brand feel comfortable in a different cultural context without pretending to be something it wasn't.
Leading the Sanders\Wingo creative team, I helped develop a campaign that shifted the spotlight from coverage or policies to our audience’s individuality.
Our positioning was simple: State Farm protects the things you love so you can celebrate you.
We brought the idea to life through cultural vernacular, music, photography and expressive typography, transforming familiar product messages into something more personal and unexpected, all without losing the credibility of the State Farm brand.
The integrated platform extended across television, radio, print and digital display ads, helping State Farm connect with a new generation of young adults on their own terms. We were still selling insurance. It just sounded more like the people buying it.
State Farm credited our team with helping the brand connect more deeply with emerging audiences. The campaign was recognized by Communication Arts, the American Advertising Federation and other industry forums.
The campaign's shift in tone opened the door to other ways of making a blue-chip brand feel more human, from unexpected, entertaining stories to deeply personal portraits. While the opportunities varied, the instinct behind them didn't: find the human story.
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