Die Risikoleben der VGH. Mag man gar nicht drüber nachdenken.
Winner
Excellence in Brand Strategy and Creation
Lighthouse Project of the Year
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
Where financial communication usually wraps sensitive subjects in distance and gloss, CC | Creativteam Communications chose the opposite route for VGH. "Mag man gar nicht drüber nachdenken" ("You'd rather not think about it") anchors term life insurance in everyday life and gives the brand a distinctive voice through snack bar culture, dry humour and a clear if then logic. The fact that this tone carries across short clips, print and digital touchpoints turns a taboo subject into accessible, brand-defining communication.
