Often seen as a world of policies, risk assessments, and fine print, Insurance isn’t typically an industry associated with creativity. But Renovation Underwriting (a company who, as they say, “use creative thinking to turn no’s into yeses”) wanted to change that perception and briefed their agency to solve their challenge… creatively.

With the creative stakes high, the team at Keystone Marketing knew they needed something strategic, unexpected, and truly engaging—something that would challenge perceptions and set Renovation Underwriting apart from the competition. That’s why they turned to Bravo’s Creative Director, Baz Richardson. With a reputation for bold ideas and strategic creative thinking, Baz was the perfect partner to take this challenge head-on.

The challenge was twofold: first, to highlight how Renovation Underwriting differentiates itself through critical creative thinking, and second, to champion the importance of creativity in an industry that is increasingly relying on AI and automation. With the rise of technology, there’s a risk that insurance could lose its personal touch, and Renovation Underwriting was determined to showcase how they keep humanity and critical creative thinking at the heart of its business.

The result? Renovating The Classics – a bold long-term campaign based upon a collection of world-famous works of art… with a fresh, renovation-inspired twist.

The Big Idea: Renovating The Classics

Bravo’s Creative Director, Baz Richardson, is known for delivering exactly what clients need – often by bringing a curveball idea to the table. Renovating The Classics was that curveball: an art series that reimagined famous paintings through the lens of renovation and restoration. This wasn’t just an art project; it was a powerful metaphor for the creativity and problem-solving required in the insurance sector.

The first phase of the campaign featured four iconic masterpieces, each given a unique makeover integrated with key Renovation Underwriting services:

• Edvard Munch’s The Scream – Now featuring the burning Notre Dame cathedral in the background, a powerful nod to the devastating fire during its renovation.
• Grant Wood’s American Gothic – The famous couple now stand in front of their home mid-renovation, complete with scaffolding and construction materials.
• Vincent van Gogh’s Starry Night – A new addition to the swirling night sky: a cottage under renovation, complete with site office and building signs.
• Paul Cézanne’s The Card Players – The players swapped for contractors, their game for smartphones, all finished off with an obligatory cuppa too.

A Bold Launch: Turning Art into an Event
The campaign’s unveiling was no ordinary industry event. Hosted at the elegant Victorian Bath House in London, Renovating The Classics debuted to an audience of key figures from the insurance world. Expecting a standard campaign launch, guests were instead treated to an engaging art exhibition celebrating creativity in a way the industry had never seen before.

More Than a Campaign: A Conversation Starter
The campaign didn’t just launch and fade away—it has continued to spark conversation across the insurance sector. The collection has been touring broker offices across the UK, ensuring continued engagement and exposure for Renovation Underwriting’s unique perspective. With each stop, the artworks invite professionals to rethink the role of creativity in their industry.

The Future: More Classics, More Creativity, More Impact
The success of Renovating The Classics has ensured its longevity. A second wave of three new masterpieces is set to debut in 2025, followed by another three in 2026. But the campaign’s impact won’t stop at brand awareness. In 2026, the artworks will be auctioned off, with all proceeds going to charity—turning creative inspiration into tangible good.

Bravo Creative and Keystone Marketing have proven that insurance doesn’t have to be boring. With the right strategic thinking, right vision and bold execution, even the most unexpected industries can become a canvas for creativity.

Scroll down to see the before and after ‘classics’ and to watch the launch video too.