Work

Esurance

esurance-brand-identity

Rebrand for the long haul

Esurance was born in the irrational exuberance of the dotcom bubble, with ads featuring an animated super-agent. So it’s not surprising its products succeeded with a youth demo or that, a decade later, focus-groupers dubbed it “cartoon car insurance.” The challenge was to rebrand for a more affluent, discerning customer, to portray a brand that was human, while epitomizing modern convenience, simplicity and stability.

Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player. Poised to continue the brand’s successful awareness-building, watch for the commercials all up and down your TV dial and across the digital universe.

Tobacco flavors that seem fun and vaping devices that look like tech gadgets have led teens, and even parents, to underestimate the damage of nicotine. Most people know it’s addictive. But addiction is only the beginning. Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.

It’s not just the sugar talking when we say that we’re so fired up about our new client: iconic candy brand and childhood favorite, SweeTARTS. Check out our Be Both launch work designed to speak to Gen Z’s embrace of duality and fluid identity. Are we excited to work on SweeTARTS? Are we excited to eat free SweeTARTS? We’re both.