Esurance #EqualDreams
Esurance
Issue 36 | September 2015
Agency
Leo Burnett Chicago
Creative Team
Chief Creative Officer: Susan Credle Creative Director: Brian Shembeda, Jeff Candido, AJ Hassan Art Director: Rene Delgado Copywriter: Jono Paull
Production Team
Executive Producer: Matt Blitz Producer: Adine Becker Account Directors: Susan Stefaniak, CJ Nielsen Senior Account Executive: Myco Nguyen Production Company: Native Content Director: Tom Dey Exec Prod: Tomer Devito Line Producer: Amy Turner DP: Nicole Hirsch Whitaker Editorial House: CUTTERS Editor/Partner: Kathryn Hempel Assistant Editor: Marion Oliver Producer: Patrick Casey
Date
June 2015
Background
Esurance created "#EqualDreams," an online video that took a position that all people's dreams should be equal. As a modern company, Esurance acted on the belief that all dreams should be equal through their products and insurance offerings. In fact, Esurance was one of the first car insurance companies to extend the married rate to LGBT couples. In every state where Esurance could give couples a married rate, it extended that married rate to either married gay couples, domestic partners or those in civil unions—even in states that did not allow same-sex marriages. Esurance was one of the first car insurance companies to extend the married rate to LGBT customers. Something it started doing in 2011.
Idea
Esurance released "#EqualDreams," a video that took a position in an emotionally compelling way that all people's dreams should be equal. The film, which was shot at a real wedding on June 2015 in Chicago, featured children and gay teens who were asked to describe, in their words, what their future wedding day would be like.
In addition, gay teens described the doubt they had about the chance to one day get married. "I knew that I was different and I didn't see anyone around me like me who, you know, were two women living together as a married couple. I just couldn't picture it," said Shannon, a gay teen interviewed in the video. Ruby, a girl at the wedding, concluded "everybody's dreams should be allowed to come true because everyone should be happy."
Results
More than 4.5 million views and 3,800 shares on Facebook and an additional 3.3 million views on YouTube