Role: Senior writer

This campaign for Aviva car insurance started with the idea of creating an initiative to make Britain’s roads safer. We created an app that monitors how safely people drive. If you get a high score, you get money off your car insurance. Whereas if you’re a little sketchy on the roads, no money off. It proved to be a good incentive. The TV and online ads encouraged families to take the Aviva Drive Challenge to find out who the safest driver is – as there's nothing like a bit of family rivalry. The campaign had an ITV feel to it, using James Corden as the voice over.

Viewers were able to go online and vote for which family member they thought would win. (Malki won.)