Using the law to
challenge the law.
Brand: Direct LineProject: This is Not a VanRole: Creative DirectorAgency: Saatchi & Saatchi
Brand: Direct Line InsuranceProject: This is Not a Van
Like most insurance brands among tradespeople, Direct Line was seen as a necessary evil. They didn’t recognise or relate to the daily battles their customers faced. One of the biggest? Tool theft. Seventy percent of tradespeople had been victims — and half of them more than once — yet the law offered them no real protection. We uncovered a simple but powerful insight: offices are protected by law, but vans — the tradesperson’s place of work — aren’t. The solution? Turn vans into offices. A bit mad, maybe, but sometimes crazy problems need crazy ideas.