We created this campaign by asking potential
clients how they saw their own financial picture.
The idea was to make people stop, think and
relate to AFG in a very real way. Someone said
they saw their finances as a “garden being
hammered by hail and devoured by grasshoppers.”
Others compared their financial situation to “a junkyard”
or saw themselves as being “lost in a fog” and
hoping for the best.
We used these real-life, gut-level visualizations
throughout the campaign to create awareness,
empathy and a unique value proposition. One that
is not based on fantasy, but built on meeting
customers right where they really live.