General Insurance, Image Relaunch Campaign

Challenge

General Insurance, the leading insurance company in Cyprus had just undergone a refreshed brand identity and needed a new image campaign along with a new brand promise. The brand was always open to a humour-based approach regarding their advertising campaigns and as a new client it also felt the right way to go.

Idea

Ever noticed how the human mind grossly internalises the fear of the unknown and creates over exaggerated scenarios of the near future? Let's call it the 'What if?' syndrome. This insight premise gave us the perfect universal truth to build our campaign on using hyperbole and humour throughout varied touch-points.

Result

Human experiences that are quirky connect with memories and our new campaign concept showed how General Insurance puts all your fears to rest, by removing the 'What If?', in life. Typographically the concept was extended by literally removing the word 'Remove' from the campaign title.