American Family Insurance

Sherina Smith, Enterprise Chief Marketing Officer
John Valadez, Marketing and Advertising Manager
Lindsey Maier, Marketing Consultant
Nick Baillies, Marketing Consultant
Tracy Siemion, Marketing Consultant
Jacki Witkowski, Integrated Content & Design Consultant
Anna Pope, Partnerships Manager

Elite Media *Lead Agency

Chris Crawford, Chief Creative Officer
Jindai Joseph, Executive Creative Director
Mohammed Alsadi, Art Director
April Smith, Account Director
Adam Glickman, Creative Director
Craig Feigen, Creative Director
JD Williams, Executive Producer
Steve Centrillo, Engagement Director
Charise Mita, Strategist
Maria Rosa, Director, Strategic Initiatives

BBDO New York

David Lubars, Chief Creative Officer, BBDO Worldwide and Chairman of BBDO North America
Greg Ketchum, Executive Vice President, Executive Creative Director
Jim Santora, EVP, Senior Account Director
Clarissa Lampertz, SVP, Senior Director
Shannon Smiley, Chief Strategy Officer at Energy BBDO

Performics

Tessa Binney, SVP, Performance Solutions

RAPP Worldwide

Peter Maguire, SVP, Regional Client Services Lead, East | Managing Partner, New York
Lacey Knizner, Senior Account Director

rEvolution

Liz Panich, SVP, Head of Account Management
Mallory Mettler, Director
Jennifer Strachota, Group Account Director, Integrated Client Services

American Family Insurance is a challenger brand that sought to capture a younger target while retaining the core. They strategically leveraged their ownable asset–their logo–to punch above their weight, create an emotional connection, and stand out in a category full of critters and flashy humor. Outspent 10:1 by their largest competitors, they worked to outsmart–not outspend–by creating consistent, repeatable, and contextually relevant activations that positioned their roofline as a striking symbol of dream protection. The result: they over-delivered on goals of awareness, differentiation, and new business production with their target.