Finding the Safe Route with Guardian Insurance

Puerto Rico’s insurance market had a problem: people saw insurance as a cold, transactional “damage payment” industry—useful only after disaster struck. Guardian Insurance wanted to change that.

To rewrite the brand’s story, de la Cruz Ogilvy launched 'Safe Route with Guardian Insurance,' a social engagement campaign designed to shift the brand from reaction to prevention.

The goal: transform Guardian into a visible advocate for road safety and social well-being, not just a policy provider. Instead of presenting fear as fiction, the Puerto Rican ad agency decided to present fear as fact.

During the Halloween season, when roads see a spike in accidents, the campaign launched a series of digital pieces with a bold truth: the scariest monster isn’t a ghost or a vampire—it’s a drunk driver.

In the visuals, iconic monsters are shown terrified—not of humans, but of the real danger behind the wheel. The creative twist reframes fear into awareness, turning a festive season into a “wake-up call” moment for responsible driving.

“Our goal is to move Guardian Insurance from the industry’s back-office to the front lines of social safety,” said Sebastián Bullorini, chief creative officer at de la Cruz Ogilvy. “We wanted people to see insurance not as a cold transaction, but as an ally that actively works to prevent tragedy. The most valuable asset a brand can build is trust—and prevention builds it.”

The campaign isn’t just a goodwill effort—it’s a strategic investment. By championing responsible consumption and preventing accidents before they happen, Guardian Insurance aims to reduce both claim frequency and severity, driving long-term cost efficiency and brand loyalty.

Ultimately, Guardian Insurance positions itself as the only insurer that sells you protection—while working hard to make sure you never need to use it.