Sometimes in advertising, the technique of presenting shocking true facts regarding a subject might awaken the need for someone to take action about it.

This is exactly what we did in this campaign, which promoted the Lifecare insurance plan for major illnesses. Through the presentation of the hard truth, that the rapidly increasing numbers of major illnesses aren’t hidden in the statistics but live amongst us we wanted to tell people that they should not ignore the statistics, to look around them and to plan for the future.

By embedding huge 3D numbers in the TVC and with a soft but powerful voiceover and music, we wanted to make people think about saving a small amount of money each month in order to continue living and enjoying life if something would have happen to them.