The Upsides Tour

Insurance marketing is notoriously built around what can go wrong, so we had the idea to flip that and position Acrisure as a positive partner in people’s lives and businesses.

We created “The Upsides Tour,” with Lionel Richie acting as a warm, familiar presence across three vignettes representing the life and business expansion that comes with the right insurance and business solutions. In each scenario, Lionel becomes an emotive shorthand for the “service layer” Acrisure provides its clients—turning something traditionally transactional into something far more human and optimistic.

Impact
A distinct repositioning of insurance away from fear-based messaging toward optimism and growth, anchored in a culturally resonant visual world.