The strategy in a sentence:
To push against a category of bullshit life insurance brands, we made Noble Oak "No Bull" .
This was one of my first projects at Ikon Communications. I was brought in as a junior strategist to assist Phil Pickering and Mark Sareff on the pitch.
My idea of "Noble Oak, No Bullshit" or "Noble, No Bull" became the creative proposition that went on to win of the $8m account (creative + media).