Willow Creek
Selling insurance through mistaken identity.
While big insurance agencies talk "local," single office Willow Creek takes message statewide.
Start a conversationThe idea
'Barnesville, Not Burnsville' made local identity clear enough to travel beyond the town line.
Willow Creek of Barnesville, MN, is frequently confused with a much larger city in suburban Minneapolis. We used that confusion to create a nationally featured campaign that made fun of the mix-up and drove massive traffic to this single-office Main Street business. While big insurance companies love to tout their local capabilities, Willow Creek found a clever way to show it without saying it.
What happened
Business boomed after an online serial of films poked fun at the town's mistaken identity. The campaign drew major local news coverage and massive support from town residents. I contributed time to local photography.
