Santam is South Africa’s biggest and most reputable short-term insurer. To relaunch the brand and reaffirm their stature and leadership, we wanted to set up the Santam way of doing proper insurance that leaves no doubt. Every day there are more insurance offerings out there and too many people buy the cheapest insurance they can find without checking the details, the company’s reputation or fine print properly – much to their detriment when claiming. We wanted to put back the value and integrity that the industry has lost and remind people that to properly protect the things they value, attention needs to be paid to the quality of their cover and challenge them to question and scrutinise their insurance.