Insurance Company Gjensidige's Humorous Campaign Addresses Those Unfortunate Favours

Lack of trust in insurance companies often ends up with customers getting a little embellishment on the story when a claim is reported. Too many can recognise that. After 10 years without the major advertising activity, the insurance company Gjensidige has now launched a campaign created on a completely new brand platform based on that insight.



With 200 years behind it, Gjensidige is one of the largest and most well-established non-life insurance companies in the Nordic region of Europe. But the company wanted to increase their awareness in the Danish market and ensure the brand a clear position in the market. So, the company launched a humorous campaign that taps into the insight, that most people ‘twist the truth’ a little bit when they make an insurance claim, which is unnecessary and sometimes even makes things worse. This is also the case in the two films where in film one, we follow a woman who has had a burglary in her house and a kind neighbour tries to help her out in a most unfortunate way.

Or film two, where an old lady helps out a poor man who had his car keyed in a parking lot.

Creatively devised by Hjaltelin Stahl and directed by Peter Harton, the ads stages these comedically unfortunate favours in a very dry humorous way, which is supported by a cinematic look from DOP Lasse Frank.

 An untraditional approach by Gjensidige to address the customer/company relationship in the moment where the customer is most concerned about if the insurance company is there for them or not. But surely they will stand out in their unusual way to talk about trust.