Farmers Insurance

Farmers Insurance Group is an American insurer group of automobiles, homes and small businesses and also provides other insurance and financial services products. Farmers Insurance has more than 48,000 exclusive and independent agents and approximately 21,000 employees.

their largest event in the company’s history

Location: Chicago Navy Pier

Services: TUFFTxt, Spoken Cinema, Video Production, Animations, presentations

Our long-term partner, Farmers Insurance, brought 5,000 of their agents together for their largest event in the company’s history. Go West Creative worked alongside the Farmers executive team to take over the massive Navy Pier in Chicago for three days of meetings, entertainment and activities.

This conference was not only the largest in scope, but also in context. Farmers was to unveil a new logo for the first time since 1958. This was a major initiative from both a business and emotional perspective. The change had been debated and this was the moment they felt was primed for the unveiling.

During the first session, we had the “House Band” fire up the attendees. Then, for the next hour and a half, the speakers, content and videos spoke about “change” – not from the CMO or CEO, but from agents themselves. We focused on the necessity for change in business and in life – in order to evolve.

The message was reinforced through a variety of media and on-stage presentations, which led to a Spoken Cinema TM masterpiece by Steve Connell. This ten-minute spectacle of Synchronology TM media, animation, graphics and an original score – combined with this poet’s powerful words – built to a crescendo seemed more like a revival than a corporate event.

Then, with a crowd filled with cellphones in the air to capture the moment, we unveiled the new logo in a beautiful 3D animation.

The feeling in the room was palpable and unforgettable.

As the buzz reverberated amongst the audience and a sigh of relief was exhaled by the Farmers executives, we immediately took action and changed every logo within the Navy Pier, from screens, to floor decals to the massive set piece that was center stage – from old to new – in 90 seconds.

The remaining 3 days were filled with inspiring content and once-in-a-lifetime entertainment. In the afterglow of the conference – the debate and reticence about the logo change – was never given a second thought.

Key Production Highlights:

To meet the volume requirements of attendees, we utilized various spaces for events. The main hall was divided into two major areas, one for the general session, the other as a ballroom, for meals and after-party entertainment. The additional Grand Ballroom and the entire north end of the Pier housed different themes and entertainment to help with the crowd control.

The General Session was designed utilizing multiple screens, LED walls and customized construction, including scrim walls to hide key band members when the band was not playing.

Over 75 original media compositions were produced in-house for the event. These included narrative videos, animations, interview videos and interstitials. Lastly, we utilized our exclusive original TUFFTxt platform to enable everyone in the crowd to ask questions, take polls and play games, interactively, throughout the week.