A new proposition creates an unexpected new perspective
A merger stuck in either/or
Newfront emerged from an industry-shifting merger between ABD, an expert-led Californian broker, and Newfront, a technology-led start-up. But without a clear value proposition, the merged brand struggled to define their competitive advantage.
To succeed, Newfront needed a launch narrative strong enough to cut through the noise. Our solution? To show how the brand says “no” to the limits of human-only and tech-only models.
No to stock footage
The launch idea was simple and disruptive: say “no” to the limitations of insurance. CGI visuals set the campaign apart, reinforcing Newfront’s position as a bold industry leader. The film brought client pain points to life – from endless form-filling to slow renewals – using blue and crimson brand colours to symbolise the union of technology and relationships.
An overwhelmingly positive “yes”
The campaign reframed the merger as a revolutionary force. Repeating “no” sixteen times in 90 seconds, the film delivered a message that resonated instantly. The distinctive creative made the brand stand out
When staff and clients were asked for feedback, there was only one response: “Yes.”