Going Halfway

To properly establish our State Farm Super Bowl world - where consumers were urged to “Stop Livin’ on a Prayer” - we had to show them the pitfalls of only going halfway by choosing the wrong insurance company. So of course we had to create the “bad” option depicted in the work - Halfway There Insurance. To do that, we put large scale digital billboards in NYC, created a fake website and social channels and even ran some promos for the fake company featuring stars Danny McBride and Keegan-Michael Key.