THE BRIEF
Howden had secured one of rugby's most prestigious partnerships, principal partner and front-of-jersey sponsor for the British & Irish Lions men's 2025 Tour to Australia. The problem? No one knew who Howden were or what they did. The ask was clear: Use this iconic platform to introduce Howden to millions of viewers and make insurance, a category people actively avoid thinking about. feel relevant, memorable, and connected to the drama of Lions rugby.
THE IDEA
We found the perfect parallel: rugby, like life, is gloriously unpredictable. One moment you're in control, the next you're blindsided. This insight became our creative North Star: "SOMETIMES YOU SEE IT COMING, SOMETIMES YOU DON'T." A simple, powerful line that captures both the unexpected brilliance of Lions rugby and the fundamental reason insurance exists, to prepare for what you can't predict. The idents would make Howden synonymous with being ready for anything.
THE EXECUTION
Two of short, high-impact branded idents that aired during Sky Sports' Lions Tour coverage.
Creative showcasing the unpredictable moments of rugby, the surprise tackle, the unexpected try, the game-changing play—mirroring life's unexpected moments.
The tagline "Sometimes you see it coming, sometimes you don't" served as the connective thread, linking sporting drama to the peace of mind insurance provides
The campaign transformed Howden from unknown entity to household name by embedding their brand story into one of rugby's greatest spectacles.