State Farm: Bundle Up
2025
TYPE:
Art Direction/Campaign
When winter hits cities like Chicago and New York, “bundle up” stops being a phrase and becomes a real need. That got me thinking about how naturally that idea already exists in our lives and how it could connect to a brand built around protection.
This led me to a purely conceptual campaign idea for State Farm called “Bundle Up.”
The idea is simple. During the winter months, when customers bundle Home + Auto, a portion of each bundle helps provide winter clothing like scarves, hats, gloves, and coats to people facing the cold, partnering with organizations like One Warm Coat and local coalitions that focus on getting coats and winter essentials directly into communities.
Creatively, I imagined the campaign showing up in a quiet, human way. Instead of a big promotional push, it centers on Jake showing up on winter city streets, handing out red scarves. No sales pitch. Just a small, visible gesture that reflects what the brand already stands for, being there when it matters.
I also challenged myself to roll this entire concept out in half a day, letting go of perfection to focus on the idea itself and how it could live in the real world.
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