Trust matters when you’re an insurance company. One year ago, Budget Direct’s primary benefit – its low cost insurance – was causing a trust problem. People thought it must be cutting corners to be so cheap. In fact, Budget Direct is cheaper because it doesn’t insure ratbags.

The agency could have told that story the way its competitors tell theirs. With a facts and numbers story. It could also have ignored the ‘problem’ and continued to compete, the way its competitors do, on price.

Instead, 303Lowe invented the ultimate ratbag, Captain Risky – the bloke Budget won’t insure. Granted, he was also given more media presence than Kim Kardashian. But 303Lowe also managed the media, so all hail to them.

In Australia’s noisiest category, Captain Risky’s voice was loud and clear. 303Lowe gets bonus points for inventing a living, breathing selling proposition and sending him out into the real world. Kim Kardashian didn’t walk the red carpet at the Logies this year, but Risky did.

Here’s what else he achieved this year:

The story of Captain Risky and credits list here.

The Stable’s four other Australian awards:

The Stable Creative Ingenuity of the Year award went to M&C Saatchi Australia’s Game of Balls.

The Stable Work for Good of the Year award was won by Colenso BBDO’s DB Export Brewtroleum

The Stable Persuader of the Year award was won by The Monkeys’ Australian kids talk sport

The Stable Insight of the Year award, went to Clemenger Melbourne’s The Boys