Kooperativa

For Life As It Is

Insight

Bad help can sometimes make a bigger mess than the damage itself. The campaign shifts the brand’s communication strategy towards a broader concept of insurance.

Idea

When your car stops in the middle of nowhere, you can’t access sensitive data on your computer, or your offspring unexpectedly turns your life upside down, who do you call for help?

execution

This critical moment of searching for ideal help became the central motive of the brand’s new communication line. The heroes of individual and very delicate stories are confronted with someone they would rather not turn to in their current situation. But they have nothing else left. They thus face not only the situation itself but also the consequences of inappropriately chosen help.

The shift in the client’s brief required finding a new format for building the plot and storytelling. Stories begin where most insurance ads end. Exactly just after the trouble had happened. The role of the narrator, who glosses over the situation from the brand’s point of view, has also become crucial for the construction of the story. It adds more depth to the whole story.