Allstate Insurance Company

Joseph Tripodi, SVP- CMO
Lisa Cochrane, VP- Integrated Mktg. Comm.
Nancy Abraham, Dir.- Mktg. Comm.
Jennifer Egeland, Senior Mgr.
Christine Greeley, Project Mgr.
Blaise D'Sylva, Dir. Media Integration

Leo Burnett USA *Lead Agency

Jeanie Caggiano, SVP- Executive Creative Dir.
Charley Wickman, SVP- Creative Dir.
Jeff Abbott, SVP- Creative Dir.
Marc Mason, Account Supervisor
Mike Siska, VP- Planning Dir.

Starcom MediaVest Group

David Krupp, Associate Strategy Dir.

Aggressive price-driven messages and huge media budgets from key competitors had commoditized the car insurance category. Allstate's "Good Hands" promise lost relevance as consumers were trained to shop based on price. At a time when people are feeling more vulnerable in more aspects of their lives, Allstate saw an opportunity to have an honest conversation with consumers about what it means to be truly protected.