Panic luck
Campaign for Länsförsäkringar Skåne
The assignment
Idea
Concept
Production
Strategy
Torn between dual feelings
Life’s big events are often an emotional roller coaster. A plus on the scoreboard or a completed bidding is not always just wonderful. It can also be quite scary. We portrayed these dual feelings in the campaign “Paniklycka” for Länsförsäkringar Skåne. The goal of the campaign was to strengthen the brand towards young adults, to be the obvious choice on the day they need pregnancy insurance or a mortgage.
Joyful anxiety, terrifying jubilation or panicked happiness?
In working on the campaign, we created a set of new words that put our finger on the dual emotions we wanted to portray.
The campaign was shown on digital screens at Malmö Central Station, among other places.
Digital screens at MFF’s home stadium.
Some of the campaign material was made as memes on social media, others as short film sequences.
On the campaign site paniklycka.se, we collected useful information and valuable tips for different situations in life when panic happiness can occur.