The Brief

Bold. That’s verbatim what Irish insurance company, asked of CP. A new campaign that would build on 123’s long standing and successful “save 10% when you sign up online” proposition. “Give Better a Try” is the integrated campaign’s theme, built on the insight that we all appreciate people who try. Actor John Michael Higgins portrays a fictional CEO who is always striving for better in this launch that features, for starters, a pony, a laptop panini maker, and a search for a better jingle.