Safeco Insurance was built around a different kind of insurance promise: not fear, but freedom. The brand’s Do More platform encouraged people to keep doing the things they loved, knowing Safeco had the worrying covered. Creatively, we brought that idea to life through Edna and Marty, a recurring comic duo, with Edna often delivering the punchline from the sidelines as people lived a little more freely around her.

The campaign extended across national TV, social, print, OOH, radio, and digital content. We built seasonal and cultural extensions around moments like the Olympics, Halloween, Thanksgiving, Independence Day, fishing season, and other “go do something” occasions, turning Do More into a flexible campaign system rather than a single message.