After winning the AOR for Progressive Insurance, our team at Arnold (HAVAS) was tasked with expanding on the early concept of the “Flo” campaign—a brand platform that had yet to find its full voice. We were brought in to develop an interim campaign that could bridge the gap between initial messaging and a more fully realized brand personality. In doing so, we helped shape what would become one of the most recognizable advertising icons in the industry. Our work laid the foundation for casting some of the most beloved and enduring characters in the Flo universe, establishing the tone, humor, and human relatability that continue to define Progressive’s brand today.