Chartered Insurance Institute
When 90% of students wouldn't even consider a career in your industry you know you have a problem - particularly when you're one of the most important industries in the country, its second largest export and worth over 20% of its total economy.
The CII had an appetite for a bold approach and we took them at their word with a campaign that shakes anyone it touches into realising that insurance is about more than red phones or nodding dogs. Drawing on the more esoteric aspects of insurance - from piracy or art valuation to racehorse fertility or space travel - our campaign positions the industry at the heart of modern life. In print, online or onstage our work has given the industry a confident voice and crystallised its appeal. A competition to win a signed Man Utd shirt didn't do any harm either.
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