TBWA\Zurich uses data as punchline in new Generali campaign

In a perfect world, everything is as you'd like it to be: nothing ever goes wrong with crafts, pets never stray onto the street and young people are all sensible. With real data, TBWA\ counters this ideal world thinking and breaks it down with actual Switzerland-wide figures. Data becomes the punch line of motives, so to speak. Consequently, the agency from Seefeld also relies exclusively on real footage instead of staged films in its moving images. And thus swims against the current of common feel-good moments of competitor communication.

"Since we at Generali are also normal people, we know that life doesn't always run perfectly and therefore try to live up to the real life of our customers and make it as easy as possible for them. TBWA\'s disruptive campaign is the right appearance for us at the right time, in which authenticity is more important than ever," Margrit Zwimpfer, Head of Brand & Proposition Marketing at Generali, said in a statement.

Video Banner Tennis Sponsorship

In addition to OOH and a TV tennis sponsorship, the integrated campaign will unfold primarily online. In addition to banners, prerolls, and bumper ads, the tension between the Healer World and real data will also be shown on the microsite. Dasechteleben.ch consistently played. Guerilla stickers at suitable locations additionally underline the relevance to real life.

Responsible at Generali: Margrit Zwimpfer (Head of Brand & Proposition Marketing), Martin Meier (Senior Brand Manager), Ilenia Peluso (Proposition Marketing Manager), Andrea Burghart (Brand Design Manager), Doris Jaussi (Proposition Marketing Manager). Responsible at TBWA\Zurich: Manuel Wenzel, Bruce Roberts (Creative Directors) Tizian Walti, Angelo Sciullo, Isabelle Benz, Anouschka Tschudi (Creation) Alexandra Kellenberger, Chantal Szabo, Christian Frey (Consulting), Arik Leeb, Samuel Wetzel (Strategy), Agnes Meier (Production), Sabina Post (DTP). Responsible at Shining: Sophie Toth, Pascal Duschletta (Producers). Other partners: Felix Streuli (photography), JingleJungle (recording studio). Responsible at Your Position: Philipp Griesser (Senior Consultant Digital Marketing); Andrea Donatsch (Project Manager Digital Advertising); Miro Teufer (Junior Project Manager Digital Advertising); Ronald Maurhofer (Project Manager Analytics). Responsible at Zenith: Martina Frei (Consulting); Francesco Mogavero (Digital Strategy); Serdar Sönmez (Digital Planning); Kathrin Walser (OOH Planning).