LONDON, UK — Zurich UK has launched its first sustainable TV advertising campaign in a new collaboration with creative agency FCB Inferno.
As the business sets out on its mission to drive brand consideration through an emotional connection with consumers, the agency, which was appointed earlier this year after a three-way pitch, was briefed to develop a campaign that encapsulates the motivation to ‘sustain’. The campaign is about protecting the future of everything we love, sustaining our way of life, families, livelihoods, and hopes and dreams.
In a less traditional approach, the insurer has utilized the most sustainable approach possible to create the new advert. By re-using existing footage and extending the lifespan of the content, the brand limits the carbon footprint created by traditional productions, traveling to locations to film with a complete crew.
Alongside national TV advertising, the new campaign will incorporate advertising on Radio, Sky outlets such as Adsmart, YouTube, social channels, and key trade media outlets from now until October 2022.
Tracy Waxman, head of brand and marketing at Zurich UK commented: “This campaign puts insurance at the heart of our customer’s lives, showing the role that we play in helping customers sustain the most important aspects of their worlds. Using locations, film crews, actors, and generating original footage has always been a very traditional way of creating TV adverts. As always, we’re keen to adapt to new ways of doing things to be kinder to the environment by upcycling existing content.”
Katy Wright, managing director at FCB Inferno added: “Zurich is a brand that is passionate about their purpose of becoming more sustainable and they are committed to leading by example. We relished bringing this to life with considered production techniques and without compromising the creative impact, and we are incredibly proud of the final result.”
