Poetry of Motion
Multichannel Campaign
Insurance isn’t the most tangible product to sell. So when we were asked to create a campaign that evoked raw emotion for our motorcycle coverage, we knew we were up for a challenge. But with this insight from our business partners, we saw a rich opportunity not just to show the feeling, but to feel the feeling:
Riders are most alive on their bike – they feel, see, hear and are a part of everything.
From this foundation, we created the concept “Poetry of Motion” built on a poem called The Season of the Bike by Dave Karlotski, which we felt perfectly and powerfully captured this feeling. And with a campaign centered on the sensory experience, it was only natural to include an ASMR-style video that marries the visual and auditory.
What started as a set of print ads, quickly extended to OLV, paid social, and display, with an integrated campaign that drives home the sensory experience of the rider, and ultimately, that Progressive is here to protect every minute of it.
