Intuition - State Farm (2018)
State Farm, the largest P&C insurance provider in the market was looking to expand into the pan-Asian market, while maintaining the integrity of their central brand message “Here to Help Life Go Right”. Focusing on the new-home owning, tech-forward, bilingual millennials, they came to us to create a campaign that spoke to them authentically, without trafficking in the stereotypes that tend to center around the portrayal of Asian Americans.
If there was one thing we knew about South Asian millennials, it was that family comes first and moms know everything. The spot featured a plucked from real life scenario of a young couple with visiting parents, and the ‘human connection’ of a real State Farm agent, who is just a phone call away.
Concept 360 BrandingBroadcastOnline VideoSocialOut-of-Home PrintPhotography“Raw new production of quotes increased by 2% for the Asian market”
“99% Positive Sentiment Score Against Target Demo”
2019 Bronze
Creative Director: TuanPu Wang Associate Creative Director: Yashica DuttCreative Art Head: Kaipo Leung Account Director: Julia Kang 
2019 Silver
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