In 2011, the outlook for banks was bleak, fuelled by the fall-out from the financial crisis. Santander needed to breakthrough and challenge the power of the big four.

Insurance has traditionally been a low engagement sector offering a transactional experience. Often the insurer and customer only interact at purchase, renewal and claim – with no contact between these points.

This was not just a communications brief for the agency, but a brief to find an ethical idea that would genuinely revitalise the brand. An idea with severe restrictions, namely that the source of production, the production process, packaging and distribution could not change.