Columbus Direct - #WeLiveNow

  • Kriston Reid

We needed a creative idea that allowed Columbus Direct to talk about travel in a wider context other than their Travel Insurance product. So we took the Columbus Direct brand proposition, “Let’s make the most of life” and added a more adventurous slant to it: #WeLiveNow. #WeLiveNow is about celebrating the confidence to explore new things and challenge yourself – Columbus Direct enables you to do great things. We designed a hub to live on the Columbus Direct website, as a place for valuable and engaging content. The first phase of the hub focused on The Arctic Challenge. This involved brand ambassador Chemmy Alcott and her fellow Arctic V team members taking on the tough 3-day cross-country ski challenge – The Arctic Circle Race in Greenland. The activity was the perfect way to launch #WeliveNow, with Chemmy making the transition from athlete to adventurer, we were able to document the preparation, training and thrilling race to create some interesting and useful content.