Continuation of the new brand identity: To each his own Swiss Life. To each his own self-determined life

Swiss Life's corporate purpose is to support people in leading a self-determined life. In order to live up to this claim, Swiss Life responds to each individual with personalized pension and financial advice.

This is the core of the new brand identity, which was launched in 2018 with a large-scale out-of-home campaign. It brings people's lives together with Swiss Life and thus personalizes the brand in an unmistakable way. This is flanked by specific subjects that appeal to Swiss Life's corporate customers and the institutional customers of Swiss Life Asset Managers. This was the first time the Group launched an overarching brand campaign with Ruf Lanz in 2018. 

This is now being continued on digital and analog billboards in all language regions of Switzerland. People are no longer addressed by their first names, as in the first wave, but by their self-determined affiliation to a scene or group: from hipsters to jasser, from parking lot seekers to commuters. 30 different motifs were created in this way. Concise, striking and impossible for any competitor to copy.

Double posters such as "Optimists Life"/"Pessimists Life", special placements such as "Um-die-Ecke-Denkers Life" or tongue-in-cheek subjects such as "Plakatignorierers Life" ensure additional attention. In this way, Swiss Life is once again showing the whole of Switzerland that it responds to people individually and unmistakably links the self-determined life with the brand.