The Devil Never Sleeps
Advertising agency Grey Zagreb created a new campaign for Wiener Insurance which is based on a fact that you might feel healthy (and therefore good) at the moment, being at least a little bit precautious wouldn’t hurt. Because you know, the devil (literally) never sleeps.
November 30, 2016
Feeling good? Excellent! But as our grandmothers would keep saying, the devil never sleeps. A popular saying served as an inspiration for Grey Zagreb and their new campaign, which features a human incarnation of the devil, for Wiener’s additional health insurance policy. Moreover, the agency pointed out Croats’ lack of interest in healthcare and additional health insurance in that matter, especially young people.
“They “never go to the doctor”, they are confident and behave as if they will always be young and healthy. Coaxing them doesn’t work, so we opted for the opposite approach – to agree with them!” said Martina Pavić, Creative Director at Grey Zagreb, and further explained that n the one hand, the campaign dissuades them from the additional health insurance but on the other its shows them, with a touch of humour, that they still might need it.
“With the support from the client, who has bravely agreed to say: “You don’t need additional health insurance” in the ad, we set out to destroy one by one barrier, or conviction, that illness and accidents happen to someone else or that the healthy don’t need insurance at all … We want to come to the point where our target group is not frightened, but conscious, interested, and willing to take responsibility for themselves and their health”.
Nov 28, 2016