Start-up agency, Love or Fear, launched just a month ago, founded by ex-Mother creative director, Dave Dye, former Karmarama planning director, Matthew Waksman, and new-business specialist, Allan Dutton. The new agency’s debut work suggests it might be a creative force to be reckoned with.
The campaign is for travel insurance brand, Pluto, and its target audience is millennials. Millennials are passionate about travel but not so interested in travel insurance – or advertising. On top of that, travel insurance advertising tends to be rather dry.
Love or Fear has worked out how to break through young people’s resistance and light a fire under travel insurance advertising at the same time. Try to ignore these little films or the fact that things can go wrong when you’re overseas.
Love or Fear chief strategy officer, Matthew Waksman, commented, “Travel is so emotional, especially when stuff goes wrong. It’s bizarre much of the category is stuck in the rational sphere. For Pluto, we identified travel lovers’ desire for ‘safe uncertainty’ – the psychological need to be just outside of your comfort zone – particularly poignant in today’s unpredictable world.”
The campaign began on October 2 with digital video targeting adventurous millennials. OOH will follow in bursts throughout the year, starting with Clear Channel site’s Storm Hammersmith Tower, which is in a superb position to capture the attention of London travellers on the main route to Heathrow Airport.
The full campaign will include CRM, content, and core brand comms.
Pluto founder, Harry Williams, stated said: “The process employed by Love or Fear delivered a genuinely distinctive campaign, we’re delighted as we are here to do things differently.”
Creative Agency: Love Or Fear
Executive Creative Director: Dave Dye
Chief Strategy Officer: Matthew Waksman
Production: In House
Media Agency: MBJ London
Client Management: Harry Williams, Alex Rainey