Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Hastings Direct It’s Smart to Be Safe
Project Type /
Brand campaign, social
Date /
2025
Client /
Hastings Direct
Responsibility /
Junior Creative
Anomaly pitched and won the Hastings Direct account with a bold ambition: to power growth, lead on telematics, and make people feel something in a category no one cares about. Hastings didn’t just want to get bigger - it wanted to feel unmistakably bigger.
Idea
Insurance had become a blur of identical promises. Safety was treated as passive - a checkbox, not a choice. This platform, It’s smart to be safe flipped that. We built a brand world led by a reimagined Hastings army, charging through TV, radio and digital with active, behaviour-shifting intent. Smart, not shouty. Protective, not passive.
Solution
I created a social campaign and wrote scripts across channels, reimagining telematics for a gen Z audience with YouDrive Challenge, a TikTok/Insta driving lesson influencer series where smart driving becomes a competition. A reactive safety layer for social - with Hastings bots delivering real-time nudges, and a TikTok channel for our Hastings ambassador to live natively in the feed, reacting to unsafe trends and becoming a recognisable voice for safer behaviour.
