iWYZE wanted to increase top-of-mind awareness in the market, in a way that is relatable to their clients.
People usually need insurance when things go wrong, and the truth of the matter is when things take an unexpected turn, people often turn into a completely different version of our usual selves. This insight was key to the conceptualisation of the campaign.
“Unpacking these consumer insights are critical to developing something that is relatable to the audience and that speaks a human truth. We can all lose ourselves in a panic and a stressful situation,” says Laurent Marty, chief strategic officer at Joe Public United.
“The strength of the executions lies in the use of humour, allowing people to laugh at themselves and connect with the archetype that we tend to become in a panicked state," adds creative director, Roanna Williams.
Joe Public United teamed up with director Peter Pohorsky from Plank. Pohorsky enjoyed the challenge of combining the unreal with a real world. The team from Sinister was tasked with the animation of the three commercials, turning the characters seamlessly into their panic archetypes.
The campaign is supported by various online executions and social media, where a bigger range of panicked personas are showcased. Throughout the campaign, the audience is assured that when they panic, iWYZE takes control when they can’t.
You can watch the commercial
here.
For more information, visit
www.iwyzeinsurance.co.za. Alternatively, connect with them on
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Twitter.