The client wanted something with impact but succinct to convey their variety of insurance products. I employed Hemingway’s 6-word story device along with visuals to frame each product within a story that immediately conveyed the importance of insurance in its various forms. I capped the campaign with the message “Some things you plan. Some things you don’t. We’re with you for both.” as it best describes the use of insurance (i.e. products for both unforeseen incidents as well as investments). The message was highly lauded and still used today.