Howden Hospitality provides specialist insurance for hotels, restaurants, and the wider hospitality sector, built on deep industry knowledge and a reputation for understanding the everyday realities of the trade.
Targeting senior management teams across the industry, the campaign set out to challenge the corporate, fear-driven tone usually associated with insurance. Instead, Howden wanted to connect through authenticity, insight, and a touch of humour.
The concept, 101 Reasons for Howden, highlighted the countless scenarios that can go wrong in hospitality — from the everyday mishap to the unexpected — reframed with wit and relatability. By showing an understanding of the sector’s pressures, the campaign positioned Howden as both expert and approachable.
Executed across trade press and digital advertising, the creative celebrated real-world hospitality life, striking a balance between professional reassurance and playful storytelling.
To bring each scenario to life, we collaborated with photographer Mike Harrington to create a series of modelled scenes. This approach gave us complete flexibility to stage the situations exactly as we imagined them — turning everyday incidents into sharp, humorous snapshots that perfectly captured the tone of the campaign.
