The Tunnel – an insurance company image campaign that got 100.000 people involved

Cristina Blanaru Ads, Creativity

The agencies Bruketa&Zinic&Grey, Brigada and “Millenium promocija” not only created an exhibition showing 133 years of national and Croatia Insurance’s history intertwined, but also left gaps in-between and invited “ordinary” people to fill them with their personal stories. Why? To showcase that Croatia Insurance Company can survive everything and still come through for its clients.

At first glance, all insurance companies in Croatia do look the same. But Croatia Insurance Company (est. 1884) is the only one that went successfully through 133 years of turbulent Croatian history. By doing so, the company proved to be the only insurance company that you can count on both in good and, more importantly, bad times. And what good is insurance when everything is going smoothly?

During the exhibition, family pictures were displayed side by side with “great” events from Croatia’s turbulent past. The exhibition took place in a WWII shelter and was designed as a linear walk through time that combined three main parts – historic events, family stories which added emotional context to them, and Croatian Insurance’s role in both of them.

Pictures of their own ancestries gave visitors the opportunity to experience the importance of having insurance by your side when times get tough. It also included interactive Tesla’s experiments, a dark rainy hall depicting WWII and the “Future Wall” where visitors could display in real time their wishes for the years to come.

For the first time, history had a place for everybody and it turned out to be the most visited exhibition of the year in Croatia. More than 103.000 people came to see the exhibition in person and 5.370 displayed their stories. Croatia Insurance ended up being the leading insurance company in Croatia in all market segments.

CREDITS:

  • Client: Croatia osiguranje
  • Advertising agency: Bruketa&Zinic&Grey
  • Spatial Design Agency: Brigada
  • PR Agency: Millenium promocija
  • Corporate Communications Director: Predrag Grubic, Adris grupa,
  • Director of Corporate Communications Sector: Maja Weber, Croatia osiguranje
  • Head of Marketing Communications: Zrinka Jugec, Croatia osiguranje
  • Deputy Director of Corporate Communications Sector: Paola Poljak, Croatia osiguranje
  • Corporate Communications: Kristina Miljavac, Adris
  • Creative Director: Davor Bruketa, Bruketa&Zinic&Grey
  • Author of the Content behind the Exhibition Concept: prof. dr. sc. Bozo Skoko, Millenium promocija
  • Creative Director: Damjan Geber, Brigada
  • Client Service Director: Masa Ivanov, Bruketa&Zinic&Grey
  • Account Executive: Zrinka Pozar, Bruketa&Zinic&Grey
  • Product Designer: Dominik Cergna, Brigada
  • Architect: Marina Brletic, Brigada
  • Account Director: Marija Lukic, Brigada,
  • Creative Director: Dragan Lakicevic, Bruketa&Zinic&Grey
  • Art Director: Andrea Knapic, Bruketa&Zinic&Grey
  • Senior Designer: Nikola Vukalovic, Bruketa&Zinic&Grey
  • Production Manager: Vesna Durasin, Bruketa&Zinic&Grey
Digital Media Strategist: Iva Bolta, Bruketa&Zinic&Grey
  • Digital Director: Ivan Kovacevic, Bruketa&Zinic&Grey
  • PPC Specialist: Dubravka Srkulj, Bruketa&Zinic&Grey
  • PPC Specialist: Valentino Dujic, Bruketa&Zinic&Grey
  • Community Manager: Bernarda Amidzic, Bruketa&Zinic&Grey
  • Head of Digital Production: Vedran Firkelj, Bruketa&Zinic&Grey
  • Account Director: Svjetlana Vukic, Bruketa&Zinic&Grey
  • Event Manager: Martina Pandzic Skoko, Millenium promocija
  • Senior PR Consultant: Ivan Pakozdi, Millenium promocija,
  • Junior PR Consultant: Tamara Begic, Millenium promocija
  • PR Assistant: Ruzica Herceg, Millenium promocija
  • Media Director: Maja Zrncic, Millenium promocija
  • Media Planer/Buyer: Ana Simic, Millenium promocija
  • Online Media Buying: Filip Kunder, mDigital
  • Online Media Buying: Maja Samardzic Gaspar, mDigital
  • Co-Organizer: Zagreb Tourist Bord
  • Head of DTP/Pre-press: Radovan Radicevic, Bruketa&Zinic&Grey
  • DTP operators: Sasa Rehtacek, Danko Durasin and Zeljka Trocak, Bruketa&Zinic&Grey
  • Case Film Associate: Andrej Gagic, Bruketa&Zinic&Grey