- DirectLine Insurance SpA

Advertising, Commercials, 2015

BEN for everybody

BEN web campaign

BEN adv testimonial

Ben, a new CG / 2D digital animated subject, endorses, the 100% online insurance company.

Ben is a cute little dog, dynamic and smart, that acts as a testimonial for

The CG character was specifically developed to support image, a new brand of Direct Line Group SpA, which operates in the online insurance market with a fresh and innovative approach. Freccia Ambrosini Volpi (Milan), namely the creative agency that oversaw the project, aimed at designing a strategy for an original character, a testimonial fit to support the brand and communication of the official website, social networks, print and billboards.

Maga' Animation team has followed the creative brief with a view to developing a modern character, with a 2D warm and illustrated style, and yet having a CG output. Ben's versatility, freshness and delight makes this CG-animated character suitable for any communication needs, including the development of subsequent activities and commercials.




Direct Line Insurance S.p.A.
Job type
Animated commercial
Creative Agency
Freccia Ambrosini Volpi
Directed by
Claudio De Corrado, DOP Mario Liguini
Produced by
Maga Animation Studio
Directed by
Teresa Bandini
Character Design
Teodolinda Cotti Gelati, Alessia Garofalo
Executive & Creative Producer
Massimo Carrier Ragazzi
Production Manager
Sandra Pascuzzo
Sound Design
JingleBell Milano


  • - DirectLine Insurance SpA
  • The protagonists


    Is the first car insurance designed to save you if you own a green car