From a masterpiece to a masterstroke - a creative campaign twist like no other.
Client: Renovation Underwriting
The challenge
How do you take an industry often (unfairly!) regarded as dull, and show that it’s actually full of creativity? Engage the power of surprise and delight!
Our approach
What started as a curveball idea during a concept presentation quickly became a brand-new campaign, and Renovating the Classics was born. Playfully named to reflect both our client’s business and the industry they operate in, the campaign reimagines iconic artworks with a modern, unexpected twist.
The first four original pieces were revealed at a secret launch event for VIP guests in London. Since then, the artwork has travelled to flagship industry events and been displayed in broker offices across the country.
A campaign video and online content continue to drive awareness, with six more pieces set to launch in 2025–2026.
Impact
The campaign has consistently sparked conversation and encouraged professionals in the insurance industry to rethink the role of creativity in their work. As one guest at the launch event summed it up: “I don’t regard myself as creative in any way, but it’s got me thinking – how can we look at insurance in a new way? I’ll go away and have a think about it on the train home and think about what I can do, in a small way.”
