Insurance is boring. Risk is exciting.

Insurance is a grudge purchase. Consumers need to have it - but they don’t really want it or like it. So we created a character who was the opposite of insurance. Captain Risky represented all the risk that Budget Direct protected their customers from - and Australians fell in love with him.

The campaign ran for 3 years, with well over 20 TVC and online executions, a Captain Risky doll, Ride with Risky 360° Driving Experience and integration into I’m a Celebrity Get Me Out of Here and a live tennis event.