léo rachid_senior copywriter  

THE LUCKIEST MAN IN THE WORLD
INSURANCE FOR EVERY DAY. INCLUDING THOSE WHEN NOTHING HAPPENS


one day, stone’s c-levels opened a google meet room to figure out how to sell more of their store insurance to their business account clients.

— no one cares, said i.

ok, i didn't say that. not right away. only after i called ten different clients myself, dived deep into the insurance market and uncovered a key cultural truth: in brazil, people leave protection in god’s hands. after all, god doesn’t charge a monthly fee and has a solid reputation. brazilians don't want to buy insurance: they feel it's bad luck. talking to customers, you would hear gems like “insurance? don't jinx me!!!!!”. meanwhile, studying the competition, a pattern was found: insurance brands communicate through drama or fear, positioning the product as a shield against imminent disaster. the result? a tone disconnected from how people actually feel.

that contrast gave us a strategic opening. we developed the concept: “have it, no matter what happens. even if nothing happens”. it was brought to life with fortunato silva (something like felix smith in english), the luckiest man in the world. a calm, grounded message that resonated with real behavior. in just one month, the campaign drove a 73% increase in sales. more importantly, we received positive feedback from customers on the streets.

following the sprint with fortunato silva, we brought the peace-of-mind concept into design by turning store floor plans into a minimalist visual system. built with lots of white space, open areas and plenty of nothing going wrong, the layouts made the absence of drama the campaign’s main graphic element.


my role: strategy, concept development, copywriting
design lead: alexandre rizzuti
design and art direction: maiara frias
audiovisual lead: vinícius amorim  
pmo: amanda ranieri
product manager: fábio balassiano
cmo: felipe hatab
creative direction: arthur lobão
photos: BR+SK
film direction: CLAN (primo content)
agency: stonelab

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