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Repositioning the backbone of society – Thisted Forsikring

Wanting to strengthen their position as a local, understanding and committed insurance company, Thisted Forsikring wanted to create pride about their local community. Based on insights from a comprehensive survey of hundreds of Danes living in the so-called outskirts, we aimed to challenge the prejudices and misinformed beliefs many non-residents have about North, Central and West Jutland. Through the integrated campaign “Danmarks Rygrad”, Thisted Forsikring draws a different and unexpected picture of life in the outskirts by telling authentic stories about the inspiring and committed people living here: Their own customers. And while some still call it “the outskirts”, we prefer to think of it as backbone of Denmark.

Project Roles
Art Director, Creative Director, Content Strategist
Happy & Co.
Art Direction, Creative Direction, Creative Strategy, Research, Content Strategy, Marketing Strategy
Advertising, Branding, Campaigns, Social Media Content
Project Industries
Advertising, Finance, Non-Profit