STOCKHOLM, SWEDEN – “It’s just stuff,” reads the slogan of the new campaign by Swedish insurance company Hedvig.
A new campaign featuring stolen bikes, lost luggage and burning dresses, directed by Norwegian directing duo Matias & Mathias and produced by Baconwas launched by Hedvig’s creative department.
“It was fun to work within such a simple, yet strong and conceptual framework, where the whole challenge was to avoid cluttering the ideas and distilling things to their essence,” Matias & Mathias said.
“Hedvig is a new approach to insurance. It’s about freedom and being ok with your life, no matter what happens to you. Everyone should be able to afford to say it’s just stuff when the TV breaks or your bag gets stolen. Just because we’re an insurance company doesn’t mean that we have to worship at the altar of materialism,” said Rebecca Lundin, Marketing Director at Hedvig.
Shot in Copenhagen shortly after Danish society began opening up again, the films are a fun solution to the challenge of shooting a campaign without compromising social distancing.
CREDITS
Marketing Director: Rebecca Lundin
Production Manager: Margarita Kradjian
Creative Director: Evelina Rönnung & Petter Swanberg
Agency Producer: Pia Dueholm
Production Company: Bacon CPH
Director: Matias & Mathias
Executive Producer: Samuel Cantor
Production Coordinator: Nicholas Perry
Director of Photography: Andreas Bjørseth
Lighting: Michael Sørensen
Production Designer: Mads Jørgensen / Wonderland
Wardrobe: Melanie Buchhave
Post Production: Bacon XO
Producers: Eli Mari Sandal & Øystein Dyb
Colorist: Julien Alary
Sound Design: Andreas Waag
Editor: Matias & Mathias
