Hollard Advertising Challenges Staid Image of Industry

September 10 - Hollard, one of South Africa's most recognized insurance groups, has come out with a new advertising campaign that is set to challenge the staid and stuffy image of the insurance industry.

Hollard's "We Get You" billboard campaign features real people in the foreground, with shadowed images of what they really aspire to be in the background.

The campaign, done in mostly purple coloring, hits home hard the message that ordinary people have an entire world of dreams and ambitions behind them. The bottom line, and the message that Hollard is trying to get across, is that people should go out and live their lives as best as they can, and the group will take care of the insurance side of things.

The Head of Marketing and Communications at Hollard, Krisen Govender said: "Advertising conventions in the insurance sector are mainly fear based. We began with an external campaign over a year ago to flip this convention from fear based to fearless. We got our staff to start thinking beyond fear, so that each one of them instils confidence in our clients, not fear."

Regarding the current campaign, Govender said: "The creative concept which interprets 'We Get You' shows confident, vibrant everyday people in the foreground, while the shadow they cast reveals - in each instance - that they have attitudes, opinions, hopes, dreams, aspirations and emotions, which makes them multi faceted, surprising and unique."

"We encourage and celebrate that in our customers, our partners and our employees," she added.

The advertising campaign combined the work of Mortimer Harvey with the photographic genius of Michael Myersfeld to transform the ambitions of real life people into a masterpiece billboard.

It's also worth mentioning that the traffic warden (who dreams to be a pole dancer) used in the campaign, for example, is employed in that field in real life.