Life is complicated. It’s not the most startlingly new statement you’ve ever heard but it’s instantly relatable. Wunderman Thompson UK has seized it to provide a contrast to insurer, Hastings Direct’s promise, Hastings Direct is simple. Where the magic comes in is in how the agency has delivered the juxtaposition.
The campaign combines straightforward language with striking animation to create the tension between simplicity and complexity in a fun and memorable way. The campaign’s hero TVC is a combination of, film, illustration and animation, that juxtaposes known truths – relationships are messy, fashion is crazy, finding your way is hard, and family life is tricky – with the simplicity of the solutions offered by Hastings Direct.
Steve Aldridge, chief creative officer at Wunderman Thompson UK, explained, “’In a hyperbolic category overloaded with mascots, we wanted to remind people of how insurance with Hastings Direct can be simple and straightforward. We use a mix of photography and animation to metaphorically dramatise what happens in the category and in people’s lives whilst building an unforgettable brand for Hastings. It’s a huge step, both strategically and creatively, from the seagulls and statues that we’re proud to play a part in.”
Finn Walsh, Hastings digital and marketing director, stated, “Our new brand positioning is a big leap for us, both creatively and as a business. We’re extremely proud of what we’ve achieved with Wunderman Thompson, particularly as it was delivered almost entirely over MS Teams. It ushers in an incredibly exciting time for us.”
Wunderman Thompson’s commerce team has also redefined and redesigned the Hastings car insurance purchasing journey so that the customer experience brings the new brand to life while delivering the simpler, faster experience promised.
Hastings Direct appointed Wunderman Thompson to the business in August 2020 after a competitive pitch, and this is the agency’s first work for the brand.
Credits
Brand: Hastings Direct
Chief Commercial & Marketing Officer: Jatin Patel
Digital & Marketing Director: Finn Walsh
Brand Manager: Luke Goldsmith
Creative Agency: Wunderman Thompson
Chief Creative Officer: Steve Aldridge
Creative Director: Chermine Assadian
Creatives: Sara Soares & Maria Leiria
Strategy Partner: Isabella Mulholland
Managing Partner: Natalie Heselton
Account Director: Jack Barber
Senior Project Managers: Verity de Courcy Norman & Anna Carpenter
Agency Producer: Greg Nicholls
Executive Producer: Sonny Botero
Production Company: Canada
Director: Manson
Executive Producer & Managing Director: Oscar Romagosa
Executive Producer: Marta Bobic
Head of Production: Alba Barneda
Producer: Davey Ahern
Production Manager: Imogen Rigby
Production Coordinator: Sophie Williams
DoP: Patrick Meller
Motion Control: Mr Moco
Production Designer: Zoe Koperski
Costume Designer: Terri Higgins
Animation & Post-Production: Bliss
Post-Production Producer: Maria Soler Chopo
Art Director & Character Designer: Martí Carós @ Sawe
Editor: Estel New Roman
Colourist: Julia Rossetti
Sound Design: Philip Bolland
Sound Producer: Deborah Whitfield @ Factory
Music Supervision: Tom Kitson @ Soho Music
Voiceover: Naz Osmanoglu
