Thief
HELM Bank
Issue 24 | October 2012
Agency
Lowe/SSP3
Creative Team
Chief Creative Officer: Jose Miguel Sokoloff Executive Creative Director: Jaime Duque Creative Director/Copywriter: Carlos Camacho Art Director: Daniel Delgado
Other Credits
Account Director: Natalia Villegas
Date
March 2012
Background
They seized the opportunity to sell the idea to the bank’s existent members that were not insured with the bank’s Home Insurance Policy, taking advantage of the stationery that the bank sends monthly to its clients, so that the target would initially recognize the familiarity behind the bank’s mail.
Idea
With the same envelope that the bank uses to send financial statements to its customers, we sent the uninsured clients an empty envelope with the envelope window smashed with a thief figure in it, with a compelling message inside: "Protect what´s most important for you".
They wanted to make the target feel as if someone would have broken into their private affairs, thus relating them to the feeling they would have if they weren't insured if something were to actually happen to them.