The Association of British Insurers asked us to create headline animation to help people understand what their insurance premiums actually pay for. The challenge: most people "click and forget" with insurance, rarely thinking about it until they claim—and with premiums rising, negative sentiment was growing. Our approach made the abstract tangible, telling the story through a seven-year-old boy whose dad is recovering from a serious road accident. Through the child's innocent questions, we show what insurance delivers: a carer so mum can work, physiotherapy, a wheelchair-accessible car, wage support. By demonstrating how the premiums of the many pay for the care of the few, we shifted the conversation from cost to value, reminding people why insurance matters when it counts.
