Liberty 'Humans Welcome'

Liberty ‘Humans Welcome – Weights’

Liberty ‘Humans Welcome – Fun Run’

AWARDED

WISH I DID THAT
Judge’s Pick

AWARDED
10 December 2025

JUDGES COMMENT
“What makes the ‘Liberty Humans Welcome’ campaign so refreshing is how simply and honestly it resonated with me. It strips away the jargon and the pressure of perfection, and instead celebrates real life; flaws, detours, surprises and all. It feels warm, modern, and genuinely human, reminding us that insurance should meet people where they are, not where they ‘should’ be. It’s punchy, relatable, and exactly the kind of voice the category needs right now.”

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WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Toni Hughes

AWARDED
10 December 2025

JUDGES COMMENT
“Short. Sweet. Sterling.”

View WISH I DID THAT showcase

WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Melusi Mhlungu

AWARDED
10 December 2025

JUDGES COMMENT
“In a time where everything feels complicated, it’s refreshing to see simple stories told in such a relatable way.”

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ABOUT THE WORK

In a world obsessed with perfection, many feel they’re never doing or being enough. This pressure can even stop people from seeking cover and investment opportunities, out of fear of judgement. Liberty’s new brand positioning, Humans Welcome, flips that script with a strategic approach of radical acceptance. It’s about meeting people exactly where they are – messy, contradictory, imperfect – and showing that Liberty’s ‘In it with you, all of you’. The film pieces ‘Fun Run’ and ‘Weights’ tap into true human behaviour, brought to life in a singled-minded but playful way. The take out? Liberty champions human realness and accepts everyone – even those who try their best but sometimes don’t do their best.

CREDITS

Client/Brand: Liberty

Agency: TBWA Hunt Lascaris
Chief Creative Officer: Carl Willoughby
Executive Creative Director: George Low
Creative Director: Juliet Honey & Lauren Meyer
Art Director: Juliet Honey
Copywriter: Lauren Meyer
Designer: Sacha Traest
Account Management: Cretienne Uys, Alet van Jaarsveld
Agency Producer: Sandra Gomes, Rachel Andreotti
Strategist: Candice Blumenthal
Animation: Kiyara Abrahams
Film Production Company: Darling Films
Director: Ross Garrett
Executive Producer: Melina McDonald, Lorraine Smit
Producer: Anastasia Tsobanopulos
DOP: Julian Robinet