Direct Line The Smart Crossing » Franki Goodwin - +44 (0)7967 756 002

Direct Line The Smart Crossing

Direct Line’s brand position is as the ‘Fixers’ in the insurance category. We were charged with developing an idea to take the idea of the ultimate fix – to prevent accidents before they happen. We worked with TRL and Umbrellium to develop a responsive road crossing to eliminate blind spots, emergency situations and to tackle ‘smombies’ on the pavement. We launched on TV and online with 3 x 20s and retargeted with 6s, but fuck all that. Here’s the sexy 40″ cinema version…

And here’s a bit more detail on how we did it…

Direct Line were recently named “Brand Story of the Year” by Campaign, a fantastic accolade for the brand that reflects the integration of the strategy across TV and activation.


I'm Franki Goodwin, Creative Director at Saatchi&Saatchi London and Executive Producer at Western Edge Pictures. Please feel to have a good old root around my work below. Some of it has won lots of awards. Some of it hasn't, but I'm proud of every single one of these projects. Thanks for visiting, say hi at