"it's all right here" ad for SXSW Magazine

it’s all right here program ad for South by Southwest (SXSW) 2012

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Esurance was proud to be a sponsor and attendee of South by Southwest 2012 (aka, SXSW 2012).

Given the intensively techy and creative focus of the famed annual event, the Esurance creative and sponsorship teams wanted to stress all the unique ways the brand brings modern tech into the stodgy old world of car insurance.

Therefore, the ad needed to focus on at least one of the many ways the company does exactly that. In the end we choose to focus on Esurance Mobile, the app which offers customers many of the options granted those accessing their policy on a desktop computer enjoy, including claim filing, policy management, and access to insurance ID and other policy documents.

In this ad, I wanted to let the image of the app’s home page do as much of the talking as possible, and crafted a headline that manages to whisper a shout—i.e., make a bold claim the image itself backs up. Supporting copy offers a simple call to action (CTA) to attendees to learn more however they’d prefer to, either at our booth or online.

You can learn more about Esurance’s presence at SXSW 2012 here and here. Props to senior designer Blair Cerny for the dead-on on-brand yet progressive design.