Sir Mary for CSS: Next round for lifetime
While the opening phase of the new campaign for CSS Insurance was designed to raise questions that would encourage reflection, the second part features very personal stories presented in interview format.
In the kick-off phase of the image campaign (advertisingweek.ch reported), Switzerland was encouraged to address the topic with questions about lifetime. Now comes the next step, in which 17 people have their say who, based on their own experiences, perceive lifetime very differently and thus provide exciting answers.
In twelve personal longform stories, different perspectives on life are illuminated. They deal with being sick, getting well, living with illness and strokes of fate and, last but not least, love.
There is Philipp, who suffered severe burns in an accident at work. Or Francoise, who has completed ski marathons all her life and now realizes that old age is catching up with her. Murat is in a wheelchair. He was in the hospital for more than a year and yet looks back on his life with satisfaction. And there is little Lilith, who was born with a heart defect and lives with her family in the knowledge that every day could be the last.
Interview films in three languages
The visually elaborate interview films in French, Italian and German are played out in a variety of advertising media and formats: These include two TV spots that form the heart of the campaign and are edited from the interviews. The spots function as trailers for the twelve long-form formats on the specially created interactive Campaign Hub. There, users can also find personal answers to their lifetime questions. The campaign thus ultimately builds a bridge to the services offered by CSS.
For each individual film and its lifetime story, separate animations, moving image sequences and typographic statements in the form of light projections were created. The integrated campaign is visible throughout Switzerland on TV, on an interactive landing page, in all relevant social and digital channels as well as out-of-home and in numerous print media.
Responsible at CSS Insurance: Philomena Colatrella (CEO), Marco Imboden (Head of Corporate Communications), Reto Schertenleib (Head of Brand Management & Marketing Communications), Isabelle Zihlmann (Head of Graphics & Design), Roman Portmann (Social Media Manager), Luca Arnold (Corporate Communications Intern). Responsible at Sir Mary: Florian Beck (Chief Creative), Adrian Merz (Executive Creative Director), Katrin Espelage (Creative Director), Thomas Berger (Design Director), Moritz Kuhn (Senior Copywriter), Florian Birkner (Senior Copywriter), Torben Cording (Senior Art Director), Jasmin Jost (Senior Account Manager), Jelena Haak (Account Manager), Maurice Ziegler (Account & Content Manager), Anne Muhl (Strategy Director), Florence Scherer (Strategist), Maurizio Rugghia (Managing Partner), Nicolas Hostettler (Managing Director), Johannes Raggio (Copywriter), Peter Brönnimann (Copywriter), Fabian Habisreutinger (Strategy Director Media & Data), Anna Jakrlin (Senior Content Consultant), Katharina Günther (Head of Media Planning), Tino Elsener (Strategy Director Digital), Daniel Zuberbühler (Managing Partner). Partners: Stories: Michèle Seligmann (Executive Producer, Stories), Karina Kirschner (Line Producer, Stories), Henning Steinwarz (Production Assistant), Roger Staub (LoF*, Creative Director, Juliane Taudt (Director), Marco Lowes (DoP), David Haisch (Casting), Laura Rindlisbacher (Casting), 2WEI Berlin (Music), Miss Wolf: Tobias Müllhaupt (Managing Director), Lisa Lüscher (Digital Project Manager), Mediaschneider Bern: Patrick Burri (Client Service Director), Thierry Frey.
