Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
CHICAGO-Leo Burnett uses the American Revolution as a metaphor for independent insurance in its first campaign for Allstate Insurance property Encompass.
Encompass, which was formerly CNA Personal Insurance, is offered through independent insurance agents rather than through Allstate agents.
That independence and the spirit of those who use independent agents gave the campaign its strategy, said Jeanie Caggiano, vice president and creative director at the agency.
“We thought if we were going to give the consumers independence from typical insurance, we should give them independence from typical insurance advertising,” she said.
The print campaign, which breaks in April magazines, has images and rhetoric associated with the Revolution.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in