Analogous Houses

USAA
For first-time homebuyers, getting homeowners insurance is the least exciting part. But hidden inside all that fine print are the things people actually care about: what they own, how they live, and what they would hate to lose.

So we convinced USAA to do something it hadn't done before in social: actually show extreme worst-case scenarios. Just not to actual houses.

Instead, we brought homeowners insurance into the worlds Millennials and Gen Z already loved, using their passions to make coverage feel more personal, understandable and worth paying attention to. The response was strong enough that a second round of videos began production before the first had even finished running.



Credits
Sr. Copywriter: Ben McCoy
Art Director: Helen Kwan
ACD: Conal Love
GCD: Tristan Espiritu