#LebenslangGutLeben
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Web and Mobile
Details
The #LebenslangGutLeben initiative of the German Insurance Association (GDV) aims to make young people in particular aware of the importance of retirement provision. Catchy slogans such as „Alter, sorg vor!“ and „Lebenslang gut Leben“ are used to spread information via various channels, including social media and outdoor advertising in Berlin. The aim is to encourage Generation Z to take early action to ensure financial security in old age
The Jury‘s Statement
The German Insurance Association demonstrates with "#LebenslangGutLeben" ("Lifelong Good Living") how digital communication can be effectively used to spotlight socially relevant topics like retirement planning. Through precise messaging on social media and a diverse content platform, young audiences are sensitively engaged. The combination of a clear message, aesthetic design, and strategic distribution makes this project an impressive example of how brand communication leverages digital channels to create lasting relevance.
