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"). The idea was to show "proactive people in a static industry," said Oberlander.
A print ad, which broke in March magazines, features Julie Boucher, a Liberty Mutual sales representative who visits high schools to share tips on safe driving.
Previous ads from the defunct Wells BDDP showed workers helping people live safer lives. Its tagline: "The freedom of Liberty."
Kirshenbaum, which landed the account last April, first stressed a "Control your destiny" theme, but revised it. The client spent $26 million on ads through November 1998, per Competitive Media Reporting.