With the impending hurricanes of 2017 everyone is painfully aware of flood insurance. But when we originally represented our client (FEMA), very few people understood that flood insurance could only be purchased through the government.
This awareness campaign emphasized that point by using using dramatic skies and small vulnerable looking houses to garner attention and then completed with very direct messaging about the potential of floods. In some instances, we used triggered weather events to show the current condition and city of the target ("It's [raining] in [St. Louis]... how's your flood coverage?") to have maximum impact.
These storyboards drove the majority of the very successful campaign.