We approached Butter because we loved what they were doing: revolutionising insurance. They realised how we value our things had changed, and that for today’s younger generations, all we needed to insure was our phones, laptops, headphones and other essentials. For their first out-of-home and digital campaign, we wanted to make a statement by highlighting the reality Gen Z knows well: that unexpected things happen to the stuff we carry all the time. So, we leaned into the everyday weirdness of mishaps. And it worked. The brand saw a 175% increase in website users and a 656% surge in sales.