Ubs Design & Branding LIFE'S TURN IN A SENTENCE by Leo Burnett Zurich

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LIFE'S TURN IN A SENTENCE

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Industry Insurance
Media Design & Branding
Market Switzerland
Agency Leo Burnett Zurich
Creative Director Peter Bronnimann
Art Director Reto Clement, Daniele Barbiero
Copywriter Simon Smit, Thomas Schöb
Released September 2010

Credits & Description

Category: Advertising Typography
Advertiser: SWISS LIFE
Product/Service: LIFE INSURANCE
Agency: SPILLMANN/FELSER/LEO BURNETT
Creative Director: Peter Brönnimann (SPILLMANN/FELSER/LEO BURNETT)
Copywriter: Thomas Schöb/Simon Smit (SPILLMANN/FELSER/LEO BURNETT)
Art Director: Reto Clement/Daniele Barbiero (SPILLMANN/FELSER/LEO BURNETT)
Media placement: Print - SonntagsZeitung, Tages-Anzeiger, NZZ, NZZ Am Sonntag - 5. August 2011
Media placement: Billboards / EBoards - Switzerland Wide, Zurich Main Trainstation - 25. August 11 / 8. August 11
Media placement: Web - Http://bit.ly/sltwists - 25. July 2011
Media placement: TV (3pc) - Switzerland SF1, SF2 - 29. September 2010

Describe the brief from the client
To advertise Swiss Life's flexible life insurance, which can be adapted to life’s twists and turns. For example, if someone wants some time off, they can ‘halt’ the premium.

Describe the challenges and key objectives
Sentences were created that portray how life can turn in an instant.

Describe how you arrived at the final design
Because of the uniqueness of Swiss Life Insurance policy to adapt to your life’s needs with its flexible financial plans, we wanted to create sentences that best showed that, and created ‘reverse’ sentences.

Give some indication of how successful the outcome was in the market
This was a very popular campaign. On our website, people themselves could create their very own sentences with a turn, and more than 8'000 sentences were created.