Simon had enjoyed many slothful years as the beloved yet inexplicable face of LifeDirect. But he had lost relevance and the brave client said it was time to move the brand on. So, we threw him off a cliff and put his insurance payout up for grabs.

In doing so, we turned his tragic loss into a message about the importance of making sure you’ve taken care of your loved ones with life insurance.

The campaign was fully integrated across TV, web, social, print, outdoor and digital.