If you ask people what their most valuable item is, their phone would probably be at the top of the list. But most people don’t ensure them. Enter Butter: insurance built for the things people actually care about, the everyday essentials that rarely leave their side. The challenge was speaking to an audience that had probably never considered insurance in the first place. So the campaign leaned into the everyday chaos they know well, using shocked reactions and playful copy to make insurance feel a little less serious. And it worked. The campaign led to a 175% increase in website users and a 656% surge in sales.