Campaign details
Brand: Direct LineBrand owner: Direct Line GroupAgencies: MediaCom UK, Saatchi & SaatchiMarket: United KingdomIndustries: Sponsorship - media, TelevisionMedia channels: InsuranceBudget: 3 - 5 million
Executive summary
Leading UK insurer Direct Line is famous for solving problems. Typically the problems people don't like talking about. But there's one context in which people delight in things that go wrong: the movies. Knowing viewers are passionate about films – and disasters make them enjoyable – Direct Line sponsored Film on 4.
Sixty-one idents set in a Direct Line...