CSS Image Campaign by Sir Mary: «Believe in Yourself»
With their new national image campaign, «Believe in yourself. You’re incredible,» CSS and Sir Mary are putting human resilience front and center—in a poetic, emotional way that deliberately breaks from the traditional insurance style.
CSS Image Campaign Highlights Human Resilience
CSS is consistently expanding its brand communication with a new national image campaign. The CSS image campaign «Believe in yourself. You’re incredible,» developed in collaboration with the Zurich-based agency Sir Mary, focuses on people’s physical and mental abilities—and does so using a calm, almost poetic visual and linguistic style that is deliberately designed to stand out from the usual tone of the insurance market. The campaign has been running throughout Switzerland since May 18, 2026.
According to the press release, Sir Mary had already prevailed in a pitch against three other agencies in the summer of 2025 and secured the account once again. This means that CSS will not only continue its collaboration with the agency but also carry forward the established creative style of its brand communication, which emphasizes independence and emotional depth.
Marveling at oneself as a creative starting point
At the heart of the campaign is a 45-second manifesto video that invites viewers to marvel at themselves. It weaves together physical and emotional facts into a narrative about what sustains, shapes, and strengthens people, thereby making one’s own capabilities tangibly evident in a powerful way. The manifesto film is complemented by four 25-second short films, each focusing on a different human ability—from the body’s ability to regulate, balance, and repair itself to the storage of life experiences.
«This campaign aims to highlight just how much strength and resilience people possess—especially when life throws challenges our way. We want to encourage our customers to trust more in their own abilities. And at the same time, we want to be there for them when they need us,» says Reto Schertenleib, Head of Brand Management and Marketing Communications at CSS.
Poetic imagery instead of explanatory messages
The creative concept behind the CSS image campaign deliberately focuses on evoking emotion rather than providing explanations. «We wanted to create a campaign that doesn’t explain, but rather helps people feel what lies within them—a campaign that touches people deeply and opens their eyes to a new perspective on themselves,» says Katrin Espelage, Creative Director at Sir Mary.
The video campaign is accompanied by six OOH ads and various DOOH implementations. In addition, CSS invites visitors to the campaign website to delve deeper into the topic—including through a resilience self-assessment. Social media elements pick up on the theme of being amazed by oneself and translate it into more experimental, interactive formats.
https://www.css.ch/glaub-an-dich
Responsible at CSS: Reto Schertenleib (Head of Brand Management & Marketing Communications), Philippe Heiz (Head of Corporate Communications), Isabelle Zihlmann (Head of Graphics & Design), Ivana Tadic (Head of Social Media), Deborah Woehrlen (Corporate Communications Trainee). Responsible at Sir Mary: Adrian Merz (Executive Creative Director), Katrin Espelage (Creative Director), Torben Cording (Senior Art Director), Sebastian Bouchareb (Senior Copywriter), Sandro Heierli (Art Director), Luisa Jentzsch (Junior Copywriter), Sinah Bucheli (Account Manager), Anoushé Dastmaltschi (Senior Account Manager), Florence Scherer (Senior Strategist), Susi Miller (Strategy Director), Nicolas Hostettler (Managing Director), Daniel Zuberbühler (Managing Partner). Production: Stories AG (Film Production), Yves Bollag (Executive Producer), Michèle Seligmann (Head of Production), Rhea Mandanis (Producer), Giger Brothers: Flurin Giger, Silvan Giger (Directors), Silvan Giger (Director of Photography), Josselin (Photographer), Flurin Giger (Editor), Sofie Friis Borup (Colorist), Great Garbo (Music), Levi Giger (Sound Design), Tonstudio Z (Voice Recording & Mix). Mediaschneider: Thierry Frey (CCO), Patrick Burri (Client Service Director), Laura Del Favero (Consultant). Sir Mary Media: Nadina Tharuman (Media Planner), Thomas Besmer (Managing Partner), Elena Munz (Junior Media Operations Manager), Anna Kruczek (Media Operations Manager).
