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

One day, Stone’s leadership opened a Google Meet room to discuss a new challenge: launching their store insurance product.

The unspoken question was there: does anyone actually care about insurance in Brazil?

We found the answer later, after diving into the insurance market and uncovering a key cultural truth: in Brazil, many people literally leave protection in God’s hands. After all, He doesn’t charge a monthly fee and has a solid reputation.

So we talked to customers, both insured and uninsured, and heard gems, like: “I pay for it and pray I never use it”. Meanwhile, studying the competition, we noticed a pattern: most brands communicate through drama or fear, positioning insurance as a shield against imminent disaster. The result? A tone completely 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.” A calm, grounded message that resonated with real behavior. In just one month, the campaign drove a 73% increase in sales. (English subtitles available)

 
    my role: strategy, concept development, and 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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