Lee Christofferson
← All work

Ask an expert. Ask Alliant.

A social campaign for Alliant’s employee benefits team, written for the HR and finance leaders who dread renewal season.

Alarm clock reading 6:00 AM with the headline Stuck in a benefits planning loop?
Phone showing an executive group chat where everyone has an opinion, with the line Get a second opinion
The problem

Benefits advice all sounds the same

Benefits consulting is a serious, crowded category. Most of its marketing is careful and dense, and it scrolls right past the people it’s meant for.

The idea

Name the feeling, then offer the expert

Each ad uses one familiar object to capture a benefits frustration at a glance: an alarm clock stuck on repeat, a Magic 8 Ball, a group chat where everyone has an opinion, a renewal checklist, a holiday wish list with one long shot.

Two lines tie the set together: “Get a second opinion” and “Ask an expert. Ask Alliant.”

Magic 8 Ball reading Reply hazy, try again later, with the headline When your benefits strategy feels like guesswork
Sticky note checklist for benefits renewals with the headline Make a plan to succeed
Handwritten benefits wish list ending with a new car wrapped in a giant bow, long shot