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