They say never work with children or animals…

To support Legal & General’s 2017 life insurance marketing campaign, Simon ignored the first part of this advice and put kids front and centre. Working in partnership with Wunderman and JWT, he developed a campaign concept that targeted life insurance products to parents by provoking feelings of parental responsibility and protection.

Simon’s concept was bought to life by children doing what they do best - being themselves. And thanks to a brilliant production team it was pulled off without any drama!

The long-form hero video ran through paid video placement and social media. It linked to an article written by a respected child psychologist giving advice to parents on how to deal with childhood fears and anxiety.

Result: 3 million views and a bronze DMA award.