Arnold Furnace creates outdoor campaign for new client InsureandGo for launch in Australia
Arnold Furnace has created a new outdoor and digital campaign to launch new client InsureandGo in the Australian market.Says Tom Spicer, executive creative director, Arnold Furnace: "Online Travel Insurance is a heavily congested, retail-centric sector. We wanted to launch with something more aspirational that would appeal to travellers on both a brand and a product level."
The campaign features a series of travel shots
where the retail messaging is built in to the scene, aligning 
the brand
with a sense of escape and freedom that the best holidays capture. The
work sells the idea of travel as well as the functionality of the
insurance.Says Jonathan Etkind, e-commerce manager, InsureandGo: "Our brief was simple, we didn't want to focus on the 'If you get caught without cover you will have to sell your house to pay for medical bills'. Travellers know this, that's why they buy insurance. We wanted to appeal to the traveller within us with beautiful images and strong, positive messages that engage the Australian consumer."
Says Spicer: "No-one gets excited about buying online travel insurance. By the time they get round to it they've usually got one foot in the sand and already dreaming about how great their trip's going to be. This work acknowledges that the holiday is king - the insurance just a means to have more freedom when you're on it. It's a more honest approach and one that will resonate with consumers all the more for it."
Arnold Furnace
Creative Directors: Tom Spicer, Paul Fenton
Writers: Andrew Town, Laurie Ingram, Tom Spicer
Art Directors: Andrew Town, Laurie Ingram
Producer: Chris Hulsman
Agency Partners:
Type Design & Retouching: Toby & Pete
Media: OMD
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