Atradius Credit Insurance Campaign
Hard won some years ago now in an international pitch in Amsterdam, this beautiful advertising campaign stands the test of time – as all good ideas do.
Though little understood, credit insurance actually underpins the entire world’s trade and Atradius is at its forefront. Our elegant ‘gymnast’ campaign amplified a brand positioning of ‘safe freedom’ while communicating the key product attribute – being able to perform business anywhere with total confidence.
That balanced proposition of managing risk and enabling trade is conveyed perfectly by the power, strength and calm authority of the gymnasts featured throughout a multi-lingual campaign, using offline and online media. As our strategy document said, ‘we felt we were selling confidence, so the ads have to exude it’.
The campaign proved enormously popular, being brought to life with live gymnasts at company events and being entered for an advertising effectiveness award by the client.