For close to two years, I was part of the Havas New York team that was in charge of what Liberty Mutual Insurance thrust upon the world with their $200 million media budget.
The concept "Liberty Stands With You" was penned to reinforce the idea that as an insurance company, Liberty Mutual would be always be there in life's most unfortunate circumstances.
By inventing scenarios that would best illustrate specific, yet relatable, moments, we were able to utilize shoot days to capture broadcast spots, online videos, and social posts that could be shared over the course of a year without (hopefully) infuriating the world.
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When updating the campaign for 2017, the brand opted to focus on a savings message, communicating that Liberty Mutual Insurance wasn't just comprehensive, but affordable.
In digital and social, Liberty made a concerted effort to place more media dollars into online advertising - particularly, Facebook. With the social media giant unveiling new options for online advertising, including FB Canvas, Carousels, and microvideos, we looked to repurpose the heavily-played TV spots to reach a targeted online audience.