léo rachid_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 really say that. at least 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, many 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.


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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