SELLING BRAZIL’S LEAST BOUGHT PRODUCT USING A CULTURAL CONTRADICTION
and yet, ask anyone who works in auto insurance and they’ll tell you a shocking stat: 70% of all cars in brazil are uninsured. in other words: deeply loved, but totally unprotected. that’s the cultural tension we tapped into to develop an always-on media campaign for justos, tackling car insurance from a fresh, never-before-seen angle in the brazilian market. with a light and irreverent tone, the campaign marked the brand’s very first OOH investment.
my role: strategy, concept development and copywriting
art direction: luiz pereira
design lead: diego franco
PMO: sara neves
creative director: arthur lobão
head of marketing: leticia viotti
CEO: dhaval chadha
agency: est.31 creative studio