Allstate is transforming from a traditional insurance carrier to a consumer-centric company that leverages data and technology to do good. To inspire potential employees to join us, we needed a campaign that would attract top-tier, digital-minded leaders in one of the most competitive fields. Our competition wasn’t other insurance carriers, it was the known innovators and tech behemoths that have shaped today’s world.

Because Allstate has been around for 91-years, people often think of us as just a traditional insurance company.

The reality is, we are far more modern and forward thinking than people know.

So, in 2021, when we were asked to recruit senior level leadership candidates, we knew the first thing we had to do was change the perception of Allstate.

To do this, we came up with the idea of showing what the future of Allstate could look like in the next 5, 10 or even 91 years, and inviting candidates to be a part of making it a reality. We called it, “The Future of Protection.”

The campaign was built on a foundation of research. Interviews with recruiters and executives who fit the profile of potential candidates enabled us to explore the motivations of our audience. We learned that this wasn’t an opportunity for people who simply wanted to grow their skill sets. Allstate needed a diverse set of leaders who challenge the status quo and break down silos to always stay one step ahead of our customers’ evolving needs. But we couldn’t just say Allstate was innovative, we had to prove it.

In August of 2021 we launched “The Future of Protection” on Twitter, LinkedIn, Instagram, Meta and YouTube. A social first campaign targeting digitally minded leaders “The Future of Protection” looked at potential Allstate innovations for the coming years — everything from autonomous vehicle insurance to personal robot liability. Cosmic debris coverage. Natural disaster catastrophe response. Deep fake forgeries, delivery drone coverage, retina scan protection, crypto currency protection, aerial automotive insurance, space tourism protection—over 20 in all.

Because we wanted the campaign itself to be an example of our forward-thinking vision, we created it in the world's most advanced, real-time 3D creation tool for photo-real visuals and immersive experiences…Unreal Engine.

Predominantly a gaming technology, we repurposed Unreal Engine to create a distinctive look, multiple worlds and a cast of characters utilizing meta human development.

Unreal Engine allowed us to bring to life dozens of examples of the future of protection, signaling where we were going in the next five to ten years, and helping candidates imagine how they could directly impact the next century of innovation.

In just two months “The Future of Protection” contributed to over 564,000 visits to the Allstate jobs website and a nearly 500% increase in applicants.