Anthony Insurance, one of the largest insurance companies in Newfoundland & Labrador asked us to come up with a fun idea that would engage the community while sending an underlying message that Anthony Insurance was a broker committed to finding savings for its customers.
Our first insight was that everyone loves ice-cold lemonade, especially when it’s free! From there we designed an Anthony Insurance-branded stall and booked a spot at the Royal St. John’s Regatta, a 100+ year old rowing event that attracts 25,000+ people every summer in St. John’s, NL. “Recharge, Free of Charge” became the concept’s punch line and off to the races we went. Four years later we’ve served thousands of people free, ice-cold lemonade and, in the process, reminded everyone that Anthony Insurance is a local, community-minded organization that loves to save people money. Even the Prime Minister was impressed!