We believed in a world where death is not taboo. Where it’s not morbid or scary.
Where talking about it and planning for it is natural, responsible, and maybe even …fun. Super simple, quick, cheap, flexible, life insurance to die for.
RIP Off Campaign
Taking aim at the competition
Instagram Post
Billboard (OOH)
Newspaper Ad
Homepage Hero
The Initial Scamps
The ideas that never made it (RIP)
About this campaign
This campaign challenges the overpriced norms of traditional life insurance through humour, visual simplicity, and brutal honesty, while taking aim at one of the industry leaders (Royal London).
Key takeaways
- One concept, adapted seamlessly across multiple formats
- Consistent tone and messaging
- Strong visual storytelling without needing much copy
- A disruptive idea that could be extended across web, social, and traditional media
The results
The campaign broke through the noise and drove results where it mattered. With engagement up 20% and CTR reaching 0.8%, the work was directly linked to a marked increase in policy sign-ups.
Un-life-insurancey ads
Some of my best performing paid adverts
The below stand out as highly effective paid advertisements deployed on Instagram and Facebook. The creative leans into dark humour, irreverence, and bold visuals to break the mould of traditional insurance advertising. The tone is cheeky, informal, and provocative, it’s designed to catch you off guard. In short, the ads are designed to be as un-life-insurancey as possible, to cut through the noise and make people pay attention to something they usually avoid.
These examples were some of the most success ads we ran, which dramatically improved engagement and click-through rates across paid social.
“Stop” Social animation
This video takes a lighthearted approach to remove the stigma and awkwardness around planning for death.
By mixing humour with simple, bold visuals, it makes life insurance feel approachable, affordable, and surprisingly easy, showing that it’s something normal people can sort without stress.
