About This Project

At Koala, we thrive on working with challenger brands—launching them, shaping their growth, and helping them break through crowded markets. So, when entrepreneur Anthony Rushton invited us to pitch for his new insurance comparison site, OwMuch.com, we jumped at the chance. The goal? To create a TV commercial production that would make a big impact while standing out in an industry dominated by major players. We won the pitch, of course.

With heavyweight competitors spending big, our video production strategy had to be razor-sharp. Every media pound needed to work harder. The creative had to be bold, memorable, and straight to the point—introducing OwMuch.com with an instantly recognisable name, a simple yet powerful message, and a distinctive personality. Honest, Northern, fresh, and thrifty—this was a brand with character, and our campaign had to reflect that.

Collaboration was key. When Ant brought Leeds-based rapper Ben “ExP” Goodwin into the mix, we knew we had something special. The dynamic between ExP and Ant brought energy, humor, and a unique storytelling approach to the ad. Inspired by a mix of Amélie’s charm and Guy Ritchie’s stylised grit, we crafted a quirky, music-driven commercial that grabbed attention. The production was led by Koala’s CD, James Rees, and DOP Dennis Madden, who worked their magic to create a visually striking piece with a cinematic edge.

The result? A standout TV commercial production that aired in December 2022 across Channel 4 North and digital platforms, ensuring OwMuch.com hit the market with impact. From concept to video production, we delivered a campaign that disrupted the insurance industry in all the right ways.