ABOUT

DRIVERS ARE STUPID.

The task here was to emphasise that Bennetts only insure motorbike riders. As a former biker and involved in many a near scrap with a wayward car, I had a pretty good idea how bikers felt about drivers. I drew on this for a campaign that included a user-generated online gallery of driver antics, which neatly supplied images for the campaign. Quotes for insurance rose by 30% in the first month of the campaign – a great response.

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