The Glue Society helps make insurance hassle-free

Kiwi Art and creative collective, The Glue Society has produced a new campaign for home and car insurance company, Huddle.

The Australia-wide campaign – filmed in Wellington – includes social, digital and TV and will push the brand’s simple, more powerful approach.

‘Is this one of those Huddle Insurance ads?’ is a catchphrase which is destined to become synonymous with the brand, sending as it does various characters off on a strange set of insurance-related stories with comic effect.

Since launching in 2016, Huddle has been on a mission to make car, home and travel insurance a hassle-free purchase, simplifying everything (by digitising the entire product from quote to claim) and adding powerful features that people can rely upon.

“Insurance is all about customer experience and this ultimately boils down to how easily policies can be managed and claims paid. That’s a complex story from a communications perspective. And we wanted to focus on connecting with customers without overloading them with fine print and detail,” says Jason Wilby, Co-Founder at Huddle.

Lachie Brown, Growth and Communications at Huddle adds: “Insurance is a long-term relationship and we wanted a creative platform that can develop and withstand the test of time.  When we devised this with The Glue Society, our vision was for a simple, powerful campaign that’s flexible enough to run for the duration of our customer relationship, which is something we measure in years”.

“For a relatively new brand, it is important to stand out for the right reasons. We set out to create a long-term ownable idea for Huddle. Something that can catch on and build into something memorable, ownable, shareable and loved. The ‘Is this one of those Huddle Insurance ads?’ campaign has every chance of catching on. Just like Huddle’s insurance offering,” says Pete Baker, Director at Glue Society.


Client: Huddle
Concept & Direction: The Glue Society
Director: Pete Baker
DOP: Joseph Kelly
Editor: Philip Horn
Production: Revolver & Robin Murphy Productions
Post Production: The Glue Society Studios

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