In the movies, anything can happen. Which is perfect for Direct Line Insurance, because it had the opportunity to sponsor Film on 4, with idents in the ad breaks of famous movies. The idea was for a call centre that took calls and responded to events happening in the films, as they happened. Saatchi & Saatchi created over 60 idents that, with clever media buys, perfectly lined up with iconic insurance-related events in the movies. The imaginary call centre took calls from Hollywood’s biggest blockbusters, including a helicopter crash from The Matrix, and axe damage to a bathroom door from The Shining.
What did the judges have to say?
Creating content specific to each movie and tying it back to the product and these iconic scenes that people connected to was really fresh and I think it sent a bigger message from this brand too.Robin Fitzgerald, CCO, BBDO Atlanta
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