Howden Insuring Greatness
The Breakthrough
Insurance and rugby fandom don't naturally belong in the same sentence. The challenge was to take Howden from invisible sponsor to cultural participant—without feeling forced or corporate.
We made insurance one of the most talked-about parts of a Lions tour.
What We Did
We created 'Insuring Greatness'—one of the standout Lions campaigns ever. From Sky Sports idents, to striking advertising, to never-before-seen behind-the-scenes content, our fully integrated campaign was built entirely in-house.
Our strategic insight was simple but powerful: Howden needed to act like a fan, not a sponsor. We transformed every key moment—the jersey reveal, the Six Nations, squad announcement, send-off, and the Tour itself—into compelling, authentic stories. Howden showed up at every touchpoint in a smart, playful way that made insurance feel refreshingly different.
The Breakthrough Result
£42.1M in total net sponsorship and activation value. We proved that even the most unexpected categories can earn their place in fan culture when the work is built to cut through.
