Alm. Brand
Alm. Brand wanted to make business insurance feel personal rather than generic. The idea was built around a simple contrast: two business owners may share a name, but their worlds – and their insurance needs – can be completely different.
The Challenge
Making business insurance feel less generic
Insurance products can easily sound interchangeable. The challenge was to make Alm. Brand’s promise of individual fit feel concrete, human and memorable.
the solution
Make difference the point
The campaign paired business owners with the same first name but completely different professions. The repeated structure turned a simple observation into a copy mechanism:
same name → different world → different needs → individual fit
The logic resolved naturally in Alm. Brand’s line:
Passer ualmindeligt godt til dig.
ROLE
Concept development and copy.
My role was to make individual business insurance needs tangible through a simple, repeatable creative device.
THE PLATFORM
Built to repeat without becoming repetitive.
The same-name device created a consistent structure that could accommodate very different businesses while keeping the core idea intact.
