If you think about it, insuring your life – when you yourself don’t benefit – is actually a noble act. One that deserves the support of a life insurance company you can actually trust.
By harnessing a firmly tongue-in-cheek embodiment of the brand through a ‘nobleman’ and Bletchley (his long suffering man servant) we were able to establish brand linkage and memorability while attaching a set of noble values reflective of a largely lost, more trustworthy world.