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RATESDOTCA: Milk Time For Mittens

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There are far more exciting things in life than shopping around for car insurance. In fact, a recent Leger survey conducted on behalf of RATESDOTCA found that 77 per cent of insurance policyholders in Ontario, Canada’s largest province, didn’t compare car insurance rates in the past 12 months. RATESDOTCA wants to change that by letting Canadians know that there is a better way to shop for insurance – and stop getting milked. RATESDOTCA, in collaboration with its creative agency Zulu Alpha Kilo, launched their first brand campaign and new brand platform, “Don’t Get Milked” to wake up Canadians from their complacency and take a more active role in finding the right insurance policy while getting a great rate. Shoppers can save an average of $676* a year when they compare car insurance quotes from top providers via RATESDOTCA. The core executions of the campaign all have one thing in common – an udder that visually represents the notion of “getting milked.” The TV and online video campaign focus on a woman who visits a mechanic because she thinks she’s having car trouble. The real issue? A sack of udders hanging from underneath her car – the consequence for never comparing insurance rates, and a living metaphor for getting milked on her car insurance. The creative platform launch was supported by digital and printed OOH boards. Consumers can expect to see a “Don’t get milked on car insurance.” highway board with a set of 3D udders hanging off the bottom. Digital boards will even help drivers avoid getting milked on parking and gas by displaying the most affordable local parking lots and gas stations.
Credits Other credits

Designer: Ryan Booth, Vince Rozas, Stephanie Yung, Omar Morson, Zoe Kim

Account Team: Lisa Sousa, Nina Bhayana, Chris Rosario

Strategic Planner: Tim Hopkins

Clients: Igal Mayer, Leonie Tait, Flora Cheung, Lydia Ku

Media Agency: OMD

Media Team: Garrett Mitchell, Christine Wilson, Peter Venus, Alston Lobo, Ben Aydin, Arthur Hsueh, Dwayne Mataseje


Line Producer: Kelly King

Casting Director: Steven Mann Casting

Post Production: Zulubot

Editor: Max Lawlor, Jessie Posthumus

Online Artist: Alex Boothby

Post Producer: Mariya Guzova

Transfer House: Alter Ego

Colourist: Eric Whipp

Producer: Jane Gearrah

Music House: Eggplant

Audio Director: Adam Damelin

Sound Design: Peter Pacey

Producer: Nicola Treadgold

Engineer: Dan Horton, Ben Spiller

Studio Artists: Pavel Petrycki, Jenny McCracken

Developer: Kyle Collins

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