Die Risikoleben der VGH. Mag man gar nicht drüber nachdenken.
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Details
The term life insurance is considered the “final boss” of financial communication: taboo, fear-inducing and usually presented in a dry manner – often with interchangeable images of an ideal world. VGH breaks radically with these codes and brings the topic to where real life takes place: The French fry stand. In humorous short clips, actor Marian Meder meets snack bar original Helga. Between currywurst and fries death suddenly becomes discussable – approachable, dryly humorous in a Northern German way and honest. The result: An intangible topic becomes a figure of sympathy and trust.
The Jury‘s Statement
Term life insurance is one of those subjects where classic campaigns often fail through generic imagery and distance. CC | Creativteam Communications deliberately relocates VGH’s communication into everyday life and, with a snack bar setting, dry humour and clear dialogue, finds an approach that neither dramatises nor trivialises the taboo. The idea carries across short clips, print, OOH and digital formats. This results in brand communication that does not merely claim closeness, but establishes it in language and visuals.
