In 1994, the Government Employees Insurance Company came to us with a challenge: take a low-interest category, an unfamiliar direct-to-consumer business model, an acronym no one could pronounce and an industry filled with scare tactics, and change everything. And we did, replacing fear with humor and adding multiple storylines and pop culture icons (i.e., a gecko, caveman and camel).

Results: In our 20+ years together, GEICO has grown from number eight to number two in the category and continues to grow. The work has also won a few awards along the way, too. But who’s counting?

Gecko’s Journey Across America

Ah, the life of a traveling salesgecko. Niagara Falls one day, Cleveland the next. And there’s no stopping until he’s spread GEICO’s savings message all over the country. Follow his journey on the Gecko Tracker, send him messages, ask him to come to your town — he’s at your beck and call.