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Kirshenbaum Bond & Partners’ first branding campaign for Liberty Mutual stars employees of the Boston insurance company and carries a new theme: “Insurance in action.”
The $30 million campaign, consisting of TV, print, radio and outdoor ads, positions Liberty’s workers as “insurance activists,” said Bill Oberlander, executive creative director at the New York shop.
Three spots, breaking March 8 and airing primarily on news programming, show a fire safety expert (“Fire is my life”), a specialist obsessed with the slipperiness of grapes on supermarket floors and a man who trains claims adjusters by building and destroying homes (“I’m a professional vandal”).
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