SLEEP TIGHT
LIFE INSURANCE RECOMMENDED BY PEOPLE WHO KNOW NOTHING ABOUT HEALTH
In Brazil, mattress store owners wear white lab coats, like doctors.
It’s not a joke. It’s cultural canon. Over time, the internet turned this into one of the country’s most beloved memes: if someone’s wearing a lab coat in public, there's no way to tell if they’re a doctor or selling mattresses.
It’s not a joke. It’s cultural canon. Over time, the internet turned this into one of the country’s most beloved memes: if someone’s wearing a lab coat in public, there's no way to tell if they’re a doctor or selling mattresses.
Respecting this beautifully absurd logic, while staying far away from the drama and fear typical of insurance ads, Stone launched its life insurance product for businesses with the concept: “Recommended by specialists. In business”. Because when you’re talking to entrepreneurs, credibility doesn’t come from stethoscopes. It comes from running a business. (English subtitles availble)
my role: strategy, concept development, and copywriting
art direction: Maiara Frias Job
design lead: Alexandre Rizzuti
PMO: Amanda Ranieri
creative direction: Lucas Canto
film direction: Gabriel Panazio (Brick Media)
agency: StoneLab
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