Direct Line, together with Saatchi & Saatchi London and award-winning writer / director Alice Lowe (Sightseers and Prevenge) have launched an integrated campaign called “Survive the Horror” targeted at first-time insurance buyers.
The campaign consists of a short film called ‘The Torment’ based on insight showing part of growing up is inevitably making mistakes.
Making mistakes is part of everyday life, but research has shown that this matters disproportionately amongst 17-34-year olds because it’s the first time they face mistakes on their own.
This audience goes from being covered by their parents or guardians to being a grown-up and having to deal with claims by themselves and dealing with stress when things go wrong.
Created by Saatchi & Saatchi London, directed by Alice Lowe who is also a well-known actor, known for her roles in Black Mirror and Garth Marenghi’s Darkplace and produced by Western Edge Pictures, whose previous films include Third Star, Mr Calzaghe and Rare Beasts.
Music for the film was specially commissioned by electronic music duo TOYDRUM, who wrote and produced music for the Shane Meadows series This is England.
The campaign will be hosted in cinemas screening horror movies during the Halloween period.
Franki Goodwin, Creative Director, Saatchi & Saatchi London, said: “The true horrors of growing up and being responsible are at their most visceral when something goes wrong. We’ve tapped into a genre most popular with our audience to create a campaign that is as resonant as it is entertaining.”
Rachael Lynch, Brand Activation Manager, Direct Line, said: “Our audience are at a time when they want to maximise their personal freedom and decision making, however, this comes with worry about things going wrong. We’ve tried to find entertaining ways to show how Direct Line’s promise is relevant in their lives. Nobody‘s perfect: at some point we all mess up, but Direct Line understands and is there to help.”
The short film is supported by a 60 cinema cutdown and a series of 6-second social stings spots which bring to life other real life horrors from cracked laptops to lost phones and kitchen disasters.
The campaign builds on Direct Line’s association with film, following its recent sponsorship of Film on 4.
Agency Saatchi & Saatchi London
Client name Rachael Lynch
Client job title Brand Activation Marketing Manager
Chief Creative Officer Guillermo Vega
Creative Director Franki Goodwin
Creative Team Caroline Petrie
Account Director Victoria Turner
Account Manager Charlotte Hagel
Planning Director Rui Ferreira
Agency Producer Marie Hughes
Agency Production Assistant Isaac Addo
Media Agency MediaCom
Media Planner Marine Turner
Production Company Western Edge Pictures
Produced by Tom Wood & Vaughan Sivell
Executive Producers Will Kane & Vaughan Sivell
Written and Directed by Alice Lowe
Director of Photography Ryan Eddleston
Editor Paco Sweetman
Music by Toydrum
Post Production Prodigious
Post Production Producer Lily Ross
Assistant Editor John Crook
Sound Henry Frith
Colourist Matt Horton
Flame Artist & Online Editor Jon Steiner
Flame Artist Richard Harris
Flame Artist Aubery Ghansah
Motion Graphics Artist George Mason
MCR Matty Lee-Redman
Edit Assist Laurence Green
Edit Assist Rikesh Patel
Exposure (media channels) Short film, Cinema, Social, OOH