Helvetia and Pas Mal: «Sure, that’s possible.» on social media
To mark the launch of the new Helvetia, Helvetia and the Zurich-based creative agency Pas Mal are releasing another season of their successful shared-apartment series featuring professional skier Daniel Yule and actor Ramin Yousofzai—complete with humor, a stolen bike, and a police interrogation.
Helvetia’s social media campaign is entering a new era: Just in time for the launch of the new Helvetia on July 1, Helvetia and the Zurich-based creative agency Pas Mal have released another season of their shared-apartment series. In three new videos—a longer «hero» piece and two shorter “hub” videos—the focus is on the new brand claim, “It’s safe,” and the bike of pro skier Daniel Yule.
Chaos in Everyday Life in a Shared Apartment as a Brand Message
As usual, the focus is on actor Ramin Yousofzai, who borrows Daniel’s bike and this time even buys a huge lock—true to the motto: «Want to keep everything under control? Sure thing.» The problem: the combination to open the lock is missing. You can see why a policewoman ends up questioning Daniel Yule at the police station on Helvetia’s social media channels.
According to those involved, the hero piece is expected to generate 7.5 million impressions, while the two hub videos are expected to generate 900,000 and 1.6 million impressions, respectively. The videos will be distributed organically and as ads on Meta, TikTok, and YouTube.
Helvetia Social Media Campaign: Continuity as a Strategy
The merger of Helvetia and Baloise, as well as the launch of the new Helvetia brand, marked the start of the new season. According to Tobias Ritter, Communication Manager at Helvetia, there’s no question that the shared-apartment series will continue following the brand integration: «This series has grown over the past three years and has proven that an insurance company can also entertain. There’s no question that we’ll carry this forward into a new era.»
Since 2022, Pas Mal has been developing ideas, concepts, and content with a serial format for Helvetia’s social media channels. The series—which centers on the shared living experience of Helvetia’s winter sports team and actor Ramin Yousofzai—has established itself as a staple of the brand’s communications.
History Before Production
For Jonas Bayona, Creative Director at Pas Mal, the narrative takes center stage: «Over the years, we’ve worked with Helvetia to develop a format that really works. Because it’s genuinely entertaining and doesn’t try to make insurance sound artificially exciting. For us, the story is always the focus, not the scale of the production.» At the same time, the greater production support for this episode was a «nice show of trust.» According to Bayona, users have a good sense of whether something is artificially inflated or whether a team was working with passion and enjoyment.
Pas Mal is a Zurich-based storytelling agency founded by Jonas Bayona and Valérie Gantenbein. The team develops and produces content for brands tailored to the needs of social media—including Ovomaltine, Migros, and Helvetia.
Contact at Helvetia: Tobias Ritter (Communications Manager), Céline Huber (Communications Manager). Responsible at Pas Mal: Jonas Bayona (Creative Director), Valérie Gantenbein (Account Director), Noah Nüssli (Social Video Producer), Nicole Michel (Storyline and Assistant Director), Julia Suter (Project Manager). Responsible for the production: Désirée Wismer (Production/AL), Sven Probst (Director of Photography), Noman Tarar (Assistant Camera), Noah Furrer (Gaffer), Alex Edyvean (Assistant Gaffer), Frédéric Kämpfer (Sound), Oliver Schmocker (Color Grading), Toniq (Audio Post-Production). Cast: Daniel Yule (actor), Ramin Yousofzai (storyline and actor), Catherine Steiner (actress), Hanspeter Rubli (actor).
