Swiss Life is about closeness, engagement, experience and competence – your lifelong companion when it comes to life insurance and pension. We came up with a compelling digital campaign to support these values.
The Swiss Life Group is the largest life insurance provider in Switzerland with 7,500 employees and one of Europe’s leading players in the field of financial services.
They relaunched their corporate website in early 2012 and subsequently requested Spoiled Milk to come up with concepts and ideas for emotionally compelling and intriguing content to be integrated within their new platform.
The aim was not create a classic advertising campaign for their products and services; rather to create content that speaks to the users and strengthens the brand recognition. Also, the “contents” should be easily reused across other communication channels and thereby extended over time. We were up for the challenge!
Following research and brainstorming, we came up with an idea that was plain simple: Swiss Life as life insurer is your close companion on your life journey, no matter how you live your life and what changes come along the way.
What could be more simple and direct, immediately interesting and “fun to consume” than aesthetically documented life stories of people, plain and honest, with all their dreams and setbacks.
We’ve come up with a simple yet different format of representing the stories on the web. People are used to short videos nowadays.To set a contrast, slow down, focus and tell the stories in a more nuanced way we decided to document the life of the person with high end photography in a slideshow with an underlaid audio-track of the interview of the person, spiced up with environmental audio recorded on location.
We put together a specialized team of artists from photography, film and documentary, researched suitable people for stories and followed them for some time to get to know them, document and interview them.