Farmers Honesty is Our Policy Rebrand Campaign

Insurance advertising has always leaned on mascots, celebrity cameos, fear-mongering, and cheap jokes. Farmers wanted to do the opposite by taking a stand for transparency and actually helping people. So we made what they already did quietly, telling people the truth about their coverage, impossible to miss.

We rebuilt the brand around one line, Honesty Is Our Policy, and made it pink. An unmistakable color that set Farmers apart from everyone else.

The one thing that was working, a mnemonic that everyone can already hum, became a choir that sings out loud what the fine print never does. The 360 campaign launched with TV, OOH, OLV, Digital, and Social, painting the world pink.

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