CREATIVE LEAD AND STRATEGIST
zurich insurance
and what I did
The brief
When you think about insurance companies, with probably associate them with things going wrong – and thats exactly what the Zurich Insurance Group wanted to change.
Expressing a desire to redefine the insurance space, they approached my team at National Geographic wanting to run an online campaign that did some good, helped changed peoples perception of the insurance industry.
my role & Response
As senior creative on the project, I was tasked with concepting the creative. What should the story be and how should we tell it?
I knew the client wanted to relate to and empower their audience, coupled with deep research and considering the target demographic My strategy revolved around rewilding, a simple practice that everyone can do, and exploring the ripple effect that could have across the globe.
We traded in the phrase ‘what could go wrong’ to ‘what could go right’.
The result
“The butterfly effect”
The culmination and execution of my concept and strategy, alongside the talent, production and media teams, created a successful multi-market digital campaign. The assets were a short documentary, social amplification through reels and cutdowns and an article on national geographic website written by me.
Rewilding gave power back to Zurich Insurance‘s target audience, showing them that even little actions they take can ladder up to massive change.
