Without pictures

Insurance When you can no longer draw the damage: Wirz advertises Mobilife with creative respect.how do you thematize such a serious topic as term life insurance within the CI of such an upbeat, cheerful campaign as the Mobiliar claims sketches? The concept is based on humor. But the topic demands respect, because at a time when surviving dependents are receiving life insurance payouts, these people are not doing very well. The Wirz-Mobilife team around AD Thomas Bolliger, copywriter Thomas Kurzmeyer and CD Matthias Freuler have now found a respectful, yet striking way. The idea is based on the graphic tradition of the obituary. Since August 21, the first black damage sketch has been causing a stir on advertisements and posters. There will be "a big campaign", although it will only work with a single subject. However, with its plain black, it will be hard to miss on the full page. The above-the-line campaign deliberately dispenses with detailed product explanations, but brings the core message "Mobiliar also has life insurance" all the more directly to the target audience.
For Freuler, this solution is also good proof that even such a long-standing concept as the Mobiliar claims sketches can still be given a new twist. The "life insurance" subject otherwise works with all the previously established elements of the claims sketches, such as the checkered background, paper clip, reminder note and the Mobiliar logo. When designing the "black block", the creative minds were also reassured to learn that printing technology can now solve such ideas without further complications such as show-through or black fingers.
Andreas Panzeri