Churchill Insurance: A rather cool reinvention

Churchill, a leading provider of general insurance, launched a campaign in the UK to deliver substance through emotion, disrupt category norms and use Churchie as a symbol of reinvention.


Churchill faced an enormous challenge in staying competitive and attractive in a price-driven world. The brand needed to add value to the quote, but while everybody knew Churchill, brand and mascot alike were appearing outdated. However, to leave the

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