Ladder - "So Dead"

FRED & FARID Los Angeles

FRED & FARID Los Angeles Los Angeles , Estados Unidos

Premios

2005

Marca: Ladder
País: Estados Unidos

Anunciante: Ladder

Título	So Dead
Agencia	FRED & FARID Los Angeles
Campaña	So Dead
Anunciante	Ladder
Marca	Ladder
Posted	Julio 2022
Sector Empresarial	Seguros
Sinopsis	Most life insurance brands attempt to appeal to families with cheesy, overly-sweet, mushy gushy messaging. But as a family-owned startup, with a conservative media budget, Ladder Life Insurance could not afford to meld in amongst the category, or fly under the radar, with a typical approach.The brand recognized a truth: When one family member signs up for a really great life insurance plan, the rest of the family playfully jokes about killing the policyholder.Ladder launched a campaign called: “Life Insurance So Good, They’re Gonna Want You Dead.”In a film, a dad arrives home from work to find that the house has been booby-trapped by his wife, son, daughter, and even his dog. In the end, we realize it’s because Dad has a great life insurance plan with Ladder.RESULTS:Positive Brand Lift in Favorability: +920% above benchmarkPositive Consideration Lift: +73% above benchmarkVideo Completion Rate: 33x benchmarkYouTube Views: 2.5 Million
Medio	Televisión
Duración	60 seconds
Chief Creative Officers	Fred & Farid
Director creativo	Chelsea Steiger
Business Director	Nathan Smith
Responsable de conceptos / redactor	Hilary Smith
Productor ejecutivo	Amanda Van Caneghem
Productor	Kristin Childers
Productora	Kapsized
Realizador	Casey Storm
Productor ejecutivo	Jed Herold
Productor ejecutivo	Scott Kaplan
DP	Jake Polonsky
Productor	John Gilliland
Montaje	Exile Editorial
Montador	Matt Murphy
Assistant Editor	Eduardo Wong
Editorial Company Executive Producer	CL Kumpata
HOP	Jennifer Locke
Post-production Producer	David Won
Colorization	Co3 / Los Angeles