Instead of buying a Super Bowl commercial, we bought the first spot after the game.
Then we gave the money we saved to one lucky person. The stunt became the most-tweeted event in Super Bowl history. According to Time Mag and The Wall Street Journal, "Esurance won the Super Bowl conversation without running an ad during the game." The campaign received One Show Gold, three Cannes Lions and a Clio.
Role: Concept, Writer, Associate Creative Director