How That's Life with Alfa Insurance Won Best of Show at the 2026 Baton Rouge ADDYs

By the ThreeSixtyEight Team

At the 2026 American Advertising Awards in Baton Rouge, ThreeSixtyEight's "That's Life with Alfa Insurance" campaign earned the Best of Show in the Interactive category, plus a Gold for the same project. The same night, our work for the East Baton Rouge Parish School System Brand Campaign earned a Silver.

Best of Show is the highest honor at any ADDY ceremony. It is awarded to one piece of work judged to be the best across every category that competed that night. To win Best of Show in Interactive specifically, the campaign had to outperform every other digital and interactive entry from agencies across the Baton Rouge market.

This is the story of how that campaign came together, what made it work, and what creative teams can take from it.

The Brief: Make Insurance Feel Human

Alfa Insurance, a longstanding Alabama-based insurance carrier serving customers across the Southeast, came to ThreeSixtyEight with a familiar challenge in the insurance category: how do you make a regulated, often emotionally fraught product feel relatable to the people who actually use it?

Insurance marketing tends to default to two failure modes. The first is fear-based, leaning into worst-case scenarios and the safety net the product provides. The second is generic and aspirational, showing happy families in well-lit homes with no real connection to the product. Both are forgettable.

Alfa wanted to do something different. They wanted to use Alfie, their brand character, to tell stories that customers would actually recognize from their own lives. Stories where things go wrong in small, human, recognizable ways, and where the experience of being taken care of by your insurance company is the resolution.

That brief became "That's Life with Alfa Insurance." The campaign anchored on relatable everyday mishaps, told with humor and warmth, and tied to the brand's promise of being there when those mishaps happen.

What Made the Work Win

A Best of Show in Interactive does not happen because of one decision. It happens because the work compounds craft, strategy, and execution into something that reads as inevitable.

A few of the specific decisions that mattered.

Relatable creative grounded in human truth. The campaign creative was built around mishaps that people actually have. Not catastrophic events. Not insurance-industry edge cases. The kind of small, awkward, daily moments that make people laugh because they have lived them. That groundedness is what made the work feel different from the rest of the insurance category.

An interactive microsite that earned engagement. The campaign extended beyond traditional broadcast and digital advertising into a custom interactive microsite designed to surprise and delight visitors. Where most insurance sites are utility-first and emotionally flat, the That's Life microsite was built to be played with. It rewarded curiosity. It made the brand interaction itself part of the campaign experience.

Craft at every layer. From the writing to the character animation to the site interactions to the media buys, the campaign was held to a consistent standard of craft. The Alfie animation work, including a series of nostalgia-anchored Sandlot-inspired spots that aired during MLB games on Bally Sports, brought the brand character to life with motion design and frame-by-frame animation that respected the source material.

Made in Louisiana, by Louisianans, no AI, no outsourcing. The campaign was fully handcrafted by the Baton Rouge team. No AI-generated assets. No offshore production. Every illustration, every script, every interaction was made by people in the room. That choice mattered for the work itself, and increasingly mattered for the audience that received it.

The Outcomes That Earned the Award

Best of Show is awarded for craft, but craft is verifiable through outcomes. The That's Life campaign delivered measurable results that gave the work commercial weight to match its creative weight.

In the first month after launch, the campaign drove a 94 percent year-over-year increase in unique visitors to the main Alfa Insurance website. Direct visits to the main site rose 24 percent year-over-year in the same window. Referral traffic increased 156 percent. Most importantly for the business, the campaign generated a 55 percent year-over-year increase in quote requests from prospective customers, the metric that maps directly to insurance pipeline.

A campaign that wins Best of Show but generates no commercial outcome is craft for craft's sake. A campaign that generates outcomes but lacks craft is performance work without lasting brand value. The That's Life campaign delivered both, which is the ADDY definition of work that earns the top award.

What the Silver Win for East Baton Rouge Parish School System Adds

The same night, ThreeSixtyEight earned a Silver for the East Baton Rouge Parish School System Brand Campaign. The EBR work is a different category, a different audience, a different production scale, and a different goal entirely. It earned recognition for the same underlying reason: craft applied in service of clear strategic intent.

Winning across more than one category in a single night signals what an agency is built to do. It is one thing to win for a specific kind of work. It is another to win across categories with different briefs, different audiences, and different production contexts. The Silver for EBR alongside the Best of Show for Alfa demonstrates that the studio's craft is not narrow.

What Creative Teams Can Take From This

A few patterns that show up in award-winning interactive work, drawn from this campaign and others.

Ground the creative in audience truth, not category convention. Most categories have a default voice. Insurance defaults to fear or aspiration. SaaS defaults to capability claims. Financial services defaults to authority. Award-winning work usually breaks the default and grounds itself in something the audience actually recognizes from their own life. That break is often where craft starts.

Build interactivity that rewards curiosity, not interactivity for its own sake. The interactive layer of a campaign should give the audience a reason to play with the work. Adding interactivity to a campaign because the budget allows it, without a clear reward for the user, produces interactive elements that go unused. The microsite for That's Life worked because every interaction added something to the brand experience.

Hold craft consistent across every surface. A campaign that is brilliant in broadcast but mediocre in digital, or polished in design but flat in writing, will not win Best of Show. The judges look at the entire work. The bar is set by the weakest surface, not the strongest. Treat every surface as a chance to lose, and the campaign earns a chance to win.

Real outcomes still matter. The work that wins at ADDYs increasingly needs to demonstrate measurable business impact alongside craft. Awards bodies are catching up to where the rest of the industry already is. Outcomes are not a tax on creative work. They are increasingly the qualifier for it.

What Comes Next

The That's Life with Alfa Insurance campaign continues to run. The work that won Best of Show was a moment in the campaign's lifecycle, not the end of it. Alfie remains a brand character that customers connect with, and the campaign will continue evolving as Alfa continues to grow its presence across the Southeast.

ThreeSixtyEight's 2026 ADDY night was strong, but the work that earned the recognition continues working long after the awards ceremony ends. That is the test of campaigns that matter.

ThreeSixtyEight is The Challenger Agency™, a brand, web, and campaign agency in Baton Rouge, Louisiana. Founded 2016. Webflow Enterprise Partner ranked in the top 5% of Webflow partners worldwide. The first Baton Rouge company to earn B Corp Certification. Featured in Webflow's Generation No-Code documentary series. Recent client work includes Unilever, Opportunity @ Work (National ADDY Best in Show for Tear The Paper Ceiling), Miami Dolphins, Tomb Raider for Crystal Dynamics (ADDY Gold), NASA, Khan Academy, Rakuten, LSU, Suffolk Construction, Strada Education, and Alfa Insurance.

Reach out: hello@threesixtyeight.com

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