LA agency Omelet has launched the first ever major brand campaign for Guardian, a 158-year-old life insurance company. 

Guardian was founded in 1860 by a German immigration lawyer that wanted to make a better life for his fellow immigrants - Omelet aimed to honour this story with the campaign, which was directed by Biscuit's Dan DiFelice. Entitled 'Everyone Deserves a Guardian', it will air on local broadcast in six markets, have an out of home presence, be featured on streaming and terrestrial radio channels, specific print trade publications, and also a paid social and digital banners.

The casting process was a crucial part of the campaign: non-actors shared their own stories, and actors who were hired had backgrounds that intersected with the characters they were cast to play.

Some of the stories included in the campaign were surfaced in casting. That’s how Omelet met Anita and Joanna, identical twin sisters whose bond was only strengthened after a car accident 20 years ago. And Ruba and Roua, sisters and refugees from Syria who are starting over in their new community.

UK artist Rob Bailey, who is known for distinctive imagery created by line combining shapes and colors, teamed up with Omelet to create original art for the out of home campaign.