Farmers Insurance · 2010s
University of Farmers
Art Director / Creative Director · US
A decade-running platform that turned an outspent insurer's real expertise into one of the most recognizable brands in the category.
Problem
Farmers was massively outspent and so indistinct that its advertising was regularly misattributed to State Farm. Being louder wasn't an option.
Solution
Be smarter instead: a fictional University of Farmers, led by Professor Burke, that turned the company's real expertise into empowerment: smarter insurance makes customers smarter.
Results
A platform that ran over a decade. Attribution 15% → 77%. Unaided consideration 29% → 41%. Awareness 40% → 77%. Lowest cost per point of communication effectiveness in the category.
01: Case study
A decade of the University, in one film.
02: Topline TVC
Professor Burke in session.
03: End bumper
The platform's signature close.
Results
- Gold Effie: Sustained Success 2020
