Cell C

Many consumers within the specified market don’t generally take out insurance for their handsets or devices, insurance is always seen as a grudge purchase and in most cases avoided.  The brief to agency was to highlight the negative effects one could suffer should they not be adequately covered. The client wanted something that would resonate with the target market but also stand out from the clutter – insurance ads tend to be quite dry, so we needed to develop a concept that be disruptive and thought provoking.

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