Pitch-winning brand and TV concept
Naming, brand creation and TV advertising concept for a new PPI claims service developed in response to a client brief to unlock emerging compensation opportunities in the UK.
The brand, Happi, was built around optimism, familiarity and emotional release in a category dominated by stress, confusion and distrust. A well-known TV theme was repurposed as the sonic identity, forming the backbone of a light-hearted, distinctive advertising platform designed to cut through a crowded claims market.
The concept progressed to animatic stage and won the pitch, coming close to production before the client ultimately chose to focus investment on their existing, highly profitable brand. The Happi brand was subsequently ring-fenced and protected, later requiring a third party to pay a significant fee after attempting to use the name.