Title | Watch Your Back |
Agency | Forsman & Bodenfors Göteborg |
Campaign | Watch Your Back |
Advertiser | If |
Brand | If |
Date of First Broadcast/Publication | 2015 / 2 |
Business Sector | Insurance |
Tagline | Watch Your Back |
Story | In Sweden the number of pedestrians involved in car accidents increase dramatically during the dark winter season. The problem is visibility, something many Swedes solve by wearing a reflector, which halves the risk of being hit by a car. But not everyone does and lowest is the usage among young adults living in cities. The main reason? Vanity. We decided it was time to challenge the general perception. A reflector doesn’t necessarily have to be ugly or uncool to do its job. In November, If Insurance launched a fashion line of outerwear and accessories that function as reflectors in the dark. The garments, made of a reflective fabric, were designed by Swedish fashion label BACK. The garments sold out and had to be reissued after only a couple of days. But more importantly, the fashion line started a conversation among the target audience, about staying visible in the dark. |
Media Type | Case Study |
Length | |
Creative Director | Forsman & Bodenfors Göteborg |
Copywriter | Joakim Labraaten |
Art Director | Silla Levin |
Art Director | Agnes Stenberg-Schentz |
Agency Producer | Magnus Kennhed |
Production Company | Folke film |
Director | Laerke Herthoni |
Post Production | Chimney Pot |
Music Company / Composer | Tomas Barfod |