Farmers Insurance · 2014
Farmers Smart Hub
Associate Creative Director · US
Safety instructions get ignored. So Smart Hub delivered real tips on wiring, tread depth and space heaters as short, strange, funny videos, cut to the length of what people were already watching.
Problem
Farmers needed to educate customers on property safety, but traditional instructional content gets ignored.
Solution
Smart Hub: a content destination of short, strange, funny videos that delivered real safety tips fast: road rage, wiring, tread depth, chimneys, space heaters.
Results
Safety content people actually finished: built to the length and tone of what they were already watching, not to the length of the message.
01: Password
Account security, told fast enough to sit through.
02: Avoid road rage
The calm response, played for comedy.
03: Check your wiring regularly
Safety advice you actually watch.
04: Check your tread depth
A one-coin test, made memorable.
05: Clean your chimney
Short, strange, memorable.
06: Watch out for space heaters
Education reframed as entertainment.