We understood that the most promising way to show millennials that Sonnet is there for all their big life moments is by protecting their optimism around their everyday negative moments.
The internet has a lot of pessimistic content. We decided to flip these pessimistic moments online into positive ones.
We created 'Drag & Drop', a plugin that customers can download from Sonnet's website. The plugin replaces banner ads on the websites millennials visit most. People can drag and drop anything negative they see - comments, posts and more. The plugin spins negativity into fun content, while also rewarding customers with a discount on Sonnet's insurance.
This student campaign titled 'Dragging Pessimism Down' was published in United States in May, 2018. It was created for the brand: Sonnet, by ad school: Miami Ad School. This Digital medium campaign is related to the Finance industry and contains 1 media asset. It was submitted over 4 years ago.
Advertising Agency: Miami Ad School, San Francisco, USA
Art Director: Sarah Hackett
Copywriter: Prasiddha Thiyagarajan