Direct Line Insurance Group plc is an insurance company based in the United Kingdom, formed in 2012.




The Brief

Direct Line Group (DLG), in its most recent employee communications campaign, wanted to highlight and celebrate its group-wide inclusive culture, focusing on its people and celebrating their individuality.

The Solution

The idea of the #ThisIsMe campaign was to encourage colleagues to share their stories in the form of 'I am' messages. We supported DLG in filming their employees at work and, in home environments. The focus was on capturing the authenticity of each individual's personal journey. The campaign used intranet takeover, digital posters, web and pull-up banners to amplify its presence, and we worked with DLG to launch the campaign videos at nine of their largest sites.

Together, we helped to offer a unique insight into DLG's colleagues, fostering a better, connected community feel.