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AY&R Insurance is putting Swiss Re's experts at the center of a new global ad campaign.
Insurance company AY&R is placing Swiss Re's experts at the center of a new, worldwide series of advertisements. Whereas in the past Swiss Re communicated its services using surreal imagery in the style of Salvador Dalí, this year the reinsurer is using motifs from romantic painting for the visual language of its advertising. For the planned global communication measures, the in-house agency Advico Young & Rubicam (AY&R) was inspired by artists such as Caspar David Friedrich. Inhospitable workplaces
The four new advertisements, which will be placed in leading business publications and trade journals in the insurance industry, show Swiss Re experts in their respective working environments. With the new concept, the reinsurance company refers to its core competencies, the expertise of its employees. The claim "Expertise you can build on" and the dramatization of the topics of climate change, earthquake, flood and storm risks are intended to concretize this expertise.
In the visual implementation of the message, the Advico team led by CD Markus Tränkle refrained from pure testimonial ads. After all, they wanted to remain true to the agency's motto - to implement a benefit as dramatically as possible, as CEO Edgar C. Britschgi explains. He is convinced that this was achieved by depicting Swiss Re employees in their professional environment. Alfred Seiland was engaged as photographer, who - as in his FAZ campaign - accompanied the protagonists to the Rosegg Glacier, the North German Wadden Sea, Hong Kong and the St. Andreas Trench. The places portrayed also correspond to the three core markets of Swiss reinsurance, namely North America, Europe and Asia.
For the time being, the four advertisements are the only communication measures based on the new concept. However, the Advico CEO confirms that further advertising media are being planned.
Ads only for the time being: AY&R's new Swiss Re appearance in the style of Caspar David Friedrich.
Simone Keller
The four new advertisements, which will be placed in leading business publications and trade journals in the insurance industry, show Swiss Re experts in their respective working environments. With the new concept, the reinsurance company refers to its core competencies, the expertise of its employees. The claim "Expertise you can build on" and the dramatization of the topics of climate change, earthquake, flood and storm risks are intended to concretize this expertise.
In the visual implementation of the message, the Advico team led by CD Markus Tränkle refrained from pure testimonial ads. After all, they wanted to remain true to the agency's motto - to implement a benefit as dramatically as possible, as CEO Edgar C. Britschgi explains. He is convinced that this was achieved by depicting Swiss Re employees in their professional environment. Alfred Seiland was engaged as photographer, who - as in his FAZ campaign - accompanied the protagonists to the Rosegg Glacier, the North German Wadden Sea, Hong Kong and the St. Andreas Trench. The places portrayed also correspond to the three core markets of Swiss reinsurance, namely North America, Europe and Asia.
For the time being, the four advertisements are the only communication measures based on the new concept. However, the Advico CEO confirms that further advertising media are being planned.
Ads only for the time being: AY&R's new Swiss Re appearance in the style of Caspar David Friedrich.
Simone Keller
