While most Life Insurance companies skirt around death we decided to be frank about it.
Having come up with the name, logo and cadence of the company this approach started one of the most exciting brands FoxP2 has ever worked on, bringing much creative success for FoxP2 and great business success for Frank.net.
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I remember walking into Andrew and Justin's office with Tommy, after two weeks of working on the pitch, and saying "Come on guys - We've had it from day one. It's really simple. It's on the brief. And it's so obvisous that no agency is going to say it. "IF YOU DIE, WE PAY" let's just be frank about it.
This approach started one of the most exciting brands FoxP2 has ever worked on, bringing creative success for FoxP2 and great business success for Frank.net.
It really was an agency piece with everyone getting stuck into doing work that redifined a catagory. Mike and Gav did some interesting TV on a limited budget and the writers went to town creating some of the most iconic radio to come out of South Africa.