STOCKHOLM, SWEDEN — In the new campaign “Bring out your beauty”, the unconventional Scandinavian insurance company Hedvig wants to put the spotlight on the fact that make-up and beauty products now are included in their home insurance. The campaign film is directed by renowned Anton Tammi, starring Norwegian influencer Pauline Krokeide, Danish model Vincent Beier, and Swedish multi-talent Julia Dang.
16% of Scandinavian women between 20- and 30-years old think that their makeup and skincare products are their most valuable possessions. These products are traditionally not valued very high by insurance companies. Hedvig, the Scandinavian insurance company for Gen Z and Millennials, decided to change that. The result is updated home insurance terms where makeup and beauty products are given a real value if they get stolen or damaged through a sudden incident, with possible reimbursement of up to 100% of the products’ purchase price. To highlight this, Hedvig presents a campaign that is all about bringing out your beauty.
“Firstly, what’s remarkable about this initiative is that no other insurance company in the world cares about writing proper terms for beauty products, even though every 20-something bathroom cabinet contains products worth thousands of kronors. Secondly, what’s almost more remarkable is that creative talents like Vincent Beier, Sovietnam and Julia Dang have chosen to play the main roles in this campaign, that’s something you don’t take for granted as an insurance company,” says Evelina Rönnung, Global Executive Creative Director at Hedvig.
The campaign film is directed by Anton Tammi, renowned for his work with artists such as The Weeknd, Yung Lean, and Lykke Li. The film portrays a group of free and confident friends, living their best life, applying makeup far away from their own home, using anything that goes as a mirror. Starring the campaign as main characters are three familiar faces from Scandinavia. The Danish model Vincent Beier drives through the night, adding mascara through his selfie camera. Swedish multi-talent Julia Dang finishes up her lipstick looking at her reflection in an aquarium and Norwegian influencer Pauline Krokeide applies her mascara using the microwaves as a mirror. The campaign will be running in digital and outdoor media all over Scandinavia during January.
“Working together with Hedvig was a really inspiring experience and I’m super proud of the film it resulted in. I think it’s so cool that an insurance company includes make-up and beauty products in their home insurance. But to be honest, I wasn’t really surprised since I already knew Hedvig is an innovative company with a modern approach to insurance and I had heard a lot of great stuff about them from some of my friends,” says Director Anton Tammi.
Read more about the campaign and the updated terms through the campaign site, Hedvig.com/beauty.
