Client: CHURCHILL

Project: Winston the Bulldog

We are dedicated to making a positive and lasting impact on the lives of individuals and communities.

The brief

In 1993 Churchill car insurance had no first-time female drivers on their books. They wanted to attract young first-time female drivers who had just passed their test, whilst retaining their English heritage Churchill brand values.

The solution

A cute puppy English bulldog called Winston was born. Winston had a very deep English voice (much like Winston Churchill, a former famous Prime Minister), and was originally a nodding dog on the rear shelf of a car in TV adverts. Winston was an instant success and has been morphed from many amusing animated cartoon adverts to appearing with Dawn French in tongue-in-cheek humour style advertising.

The results

Winston has been one of the most phenomenal successes in the financial services markets, now being 31 years old. Winston is still the face of the Churchill brand and a hero amongst advertising marketers and creatives alike.

Winston is a best-in-class example of what a robust sustainable marketing campaign should look like.

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