Nowwhat.com
Younger people saw State Farm as their grandparents’ insurance—boring, outdated, and definitely not for them. So we did the unthinkable: convinced one of the biggest insurance companies in America to spend millions on ads without ever saying their name. Instead, we launched NowWhat.com, a mysterious site teased through weird, funny scenarios—like flaming hoverboards and pet-related property damage—that all ended with the same question: Now what?
Once people clicked through, they found a collection of insurance disasters that made them laugh, cringe, and maybe panic a little. Only then did we reveal the twist: it was State Farm all along. By hiding the brand until the audience was hooked, we made insurance feel less like a lecture and more like a perfectly timed punchline.
