American Family Insurance

Telisa Yancy, Chief Marketing Officer
Julie Schaubroeck, AVP, Brand and Consumer Marketing

BBDO New York *Lead Agency

David Lubars, Chairman, Chief Creative Officer
Susan Golkin, Executive Creative Director
Lance Vining, Creative Director
Gary DuToit, Creative Director
Gati Curtis, VP, Senior Director
Lulu Laudon, SVP, Group Planning Director
James Mullally, Communications Planner
Justin Choy, Account Executive

Mindshare

American Family Insurance is a regional, Midwestern insurance company who believes that insurance should be done with care and effort, given that it protects the things you hold most dear. The insurance industry, however, says the opposite—with competitors intent on prioritizing "quick and easy". As we continue to see customers drop off to these brands, we wanted to remind people that hard work pays dividends—and we used an emotional metaphor and a powerful cultural moment to do so, driving our customer acquisition up 22%, the highest it's been in three years.