Ilya
Andreyev

COMMERCIAL:

VrijVerzekerd.nl: Stickers

The Environment
VrijVerzekerd is a Dutch insurance company. They can insure cars as well.

The Brief
We had a really short brief from our Dutch partner Novocortex: to find a cheap solution to tell the world that it is easy and cheap to insure your car with VrijVerzekerd.

The Solution
My first suggestion was to create a fake amateur video of a guy who makes a big sсratсh on a car's door. Like this:



A better idea seemed to scratch an URL VrijVerzekerd.nl:


The budget was really low and experiments the ones shown above would cost more than we could afford. Accidently I found a solution that can be really cheap and smart: replace real scratches with scratch stickers which will look like a real scratch though. The idea got an interactive potential: now everyone can safely scratches neibourgh's car. Profit goes to VrijVerzekerd.

Serge Fenenko from Novocortex has found a production solution: easy removable static paper. Static paper can be easily removed. As the real car damages if you are with VrijVerzekerd.

The concept was acceped and produced.
The sticker design:


It was decided to stick the paper and catch videos of how people react to the sudden appear of a fake scratch:

 

I developed the idea for VrijVerzekerd guerilla campaign as a member of Red Graphic team.
We worked for VrijVerzekerd via our Dutch partner Novocortex.
Final copywriting, art-direction and the video were made by Novocortex.
Production was made by Red Graphic.