Sir Mary for CSS: Now it's quiet in the commercial break
After repositioning "Hello Life," CSS wants to redefine health insurance advertising again. With lead agency Sir Mary, CSS asks open-ended questions that are intended to provoke thought.
In a large-scale launch campaign, CSS asks questions about the Lifetime and sensitizes people to deal intensively with this socially relevant topic and most valuable human asset. The CSS lead agency Sir Mary is once again responsible for the presentation.
From the outset, the campaign breaks with the rules of conventional advertising: instead of patronizing people and giving them instructions on how to manage their lifetime, CSS asks open questions that make them think. With the slogan "Our time is finite, but infinitely valuable," CSS positions itself as a health partner and works to ensure that the Swiss population is more aware of their lifetime and lives it as healthily and fulfillingly as possible.
Commercial break silence
Three animated typography spots each feature just one question, such as "What do you have time for?" There is no music, no narrative voice, and not even sounds. "All of a sudden, there's silence in the commercial break. Instead of the usual advertorial calls, only one question emerges. We give people time and silence to devote themselves to just that single question. It seems disruptive, maybe even irritating - but that's exactly the goal," says Adrian Merz, Executive Creative Director of Sir Mary.
The three typographic TV spots are flanked by OOH/DOOH posters, print and digital ads, and social media measures. Additional questions in three languages will be used throughout Switzerland and on different channels. They are designed to raise people's awareness of the topic of lifetime and related health issues, such as "When is the time of your life?" or "Is time more valuable the scarcer it becomes?" The reduced and striking design draws attention fully to these questions. The campaign thus also takes on a poetic and inspiring visual coloration.
"Campaigns should not be a lukewarm bath, but should shine into real life. As the market leader, we want to clearly differentiate ourselves through our brand. That also means breaking new ground in terms of content and visuals," says Marco Imboden, Head of Corporate Communications at CSS.
Sir Mary and CSS do not yet provide answers to the questions in the first campaign section. To this end, further measures will be launched in the coming weeks.
Responsible at CSS Insurance: Philomena Colatrella (CEO), Marco Imboden (Head of Corporate Communications), Reto Schertenleib (Head of Brand Management & Marketing Communications), Isabelle Zihlmann (Head of Graphics & Design), Luca Arnold (Corporate Communications Intern). Responsible at Sir Mary: Florian Beck (Chief Creative), Adrian Merz (Executive Creative Director), Katrin Espelage (Creative Director), Thomas Berger (Design Director), Moritz Kuhn (Senior Copywriter), Florian Birkner (Senior Copywriter), Torben Cording (Senior Art Director), Jasmin Jost (Senior Account Manager), Jelena Haak (Account Manager), Maurice Ziegler (Account & Content Manager), Anne Muhl (Strategy Director), Florence Scherer (Strategist), Nicolas Hostettler (Managing Director), Johannes Raggio (Copywriter), Peter Brönnimann (Copywriter), Fabian Habisreutinger (Strategy Director Media & Data), Anna Jakrlin (Senior Content Consultant), Katharina Günther (Head of Media Planning), Tino Elsener (Strategy Director Digital), Daniel Zuberbühler (Managing Partner). Production: Stories: Michèle Seligmann (Executive Producer, Stories), Karina Kirschner (Line Producer, Stories), Henning Steinwarz (Production Assistant), Juliane Taudt (Director), Marco Lowes (DoP), Felix Föhr (1st AD), Miss Wolf: Tobias Müllhaupt (Managing Director), Lisa Lüscher (Digital Project Manager), Mediaschneider Bern: Patrick Burri (Client Service Director), Thierry Frey (Client Service Director).
