London Makes it Possible

Campaign Overview (An Experiential PR Stunt):

We brought 15 characters to life in this experiential PR stunt through precise casting and bespoke costume design to showcase all the professions and activities only made possible through insurance. 

Casting a talented team of Angels and utilising our strong creative and logistics skills, we were able to execute a successful campaign to raise awareness of the importance of London’s insurance market in a fun, accessible way whilst bringing a smile to the public’s face on the streets of the city. 

The Brief:

We were tasked with bringing the characters of the city to life to demonstrate the various economic, business and social activities that insurance makes possible. We needed to pull together a band of characters from astronauts and deep-sea divers to ballerinas, with authentic costume design and seamless execution to communicate the message to the public. 

The Activation:

What do an astronaut, a diver, and a jockey all have in common? All jokes aside, they are all professions or activities which need insurance to make them happen and through the London Makes it Possible campaign we were tasked with raising awareness on the streets of the city. 

The key to executing a successful campaign was getting the characters just right, authentic representations not caricatured. We set about building a team of Angels who fitted the look and personality of the characters before setting to work on designing and creating a set of 15 bespoke costumes. 

Over 3 days the team interacted with the public around the city’s insurance district and landmarks, bringing a sense of fun whilst communicating the important message was key. The reaction from the public was a pleasure to see and we generated great press coverage with one of the photos being selected for the Guardian’s favourite photos of the day.

We navigated logistics like locating a dry cleaner for space suits and finding a secure place to keep a 10ft Michelangelo’s David and managed the locations and timings for the team to create a memorable and successful campaign for the client.