Acne rolls out Liberty Insurance campaign

Liberty Insurance has launched a new campaign developed by Acne Dublin and Acne Lisbon. Called Futureproof, the  ads highlight Liberty’s claims of offering flexible and customisable products made possible by the company’s digital transformation. The launch campaign focuses on motor insurance, following the insurer’s move to a new cloud-based operation.

The new cloud model with its modular products offers customers “liberation not limitation” and the freedom to only pay for what they want and need. Customers are able to tailor their cover to better reflect their life-stage and lifestyle. Futureproof runs in digital and social, radio, out of home (OOH), and in a series of brand and tactical TV and VOD films.

The TV commercial was produced by Irish company Banjoman and shot by Dermot Malone.

Dylan Cotter, executive creative director of Acne Dublin, said they wanted to reframe insurance as a good thing. “Insurance is often associated with negative things, but at heart it’s about the freedom to keep living and keep changing,” Cotter said. Acne Dublin’s commercial director is former Publicis director and IAPI president Jimmy Murphy.

Launched in Sweden’s capital Stockholm in 1996, Acne is owned by Deloitte.


Liberty Insurance: 

IE brand manager: Edel Nicholson

Strategy and transformation lead, Western European markets: Lisa Silver

Acne Dublin:

Executive creative director and copywriter: Dylan Cotter

Creative director: John O’Connor

Commercial director: Jimmy Murphy

Agency producer: Sarah Chadwick

Motion designer: Nadine Kennedy

Digital designer: Shane O’Reilly

Acne Lisbon:

Creative partner: Joao

Account director: Filipa Lopes Riberio

Deloitte Digital Dublin:

Dave Conway

Conor McRitchie

Deloitte Digital Lisbon:

Rodolfo Leite Januzelli


Director: Dermot Malone

Head of production: Matt D’Arcy

Production manager: Vanessa Briscoe

DOP: Luke Jacobs

Music supervisor: John McCallion

Music: ‘Baby Now You’re Gonna Be Mine’ by Harley Toberman

Penco Post:

Post production producer: Jennifer Connolly

Editor: Rob Hegarty


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