AMIS is a Mexican association tasked and managed by insurance companies to promote acquisition of different types of insurance policies. Pet insurance is a relatively new product for Mexican companies, and it is gaining popularity in Mexico amongst millennials and pet-lovers; nonetheless, these products are still relatively unknown.

The objective of the campaign was to raise awareness of these kind of products to a millennial audience on a nationwide level, mainly through a digital campaign and print.

AMIS the main organization in the country regarding communication about insurance services. They are a conglomerate represented by board members of every major insurance company in Mexico, a country where only 22% of the working population has some type of insurance. They look to educate the consumers about de advantages of having different types of insurance, so every year, they focus efforts in specific sectors of their industry.

Since Pet Insurances are relatively unknown in Mexico, they pose a great opportunity to communicate insurance benefits to millennials and younger generations in a country where 7 out of 10 households have a pet.

The main focus of this piece is to highlight the patterns and geometry found in functional architecture. By experimenting with the perspective we provided depth and volume to the execution. This way the key elements stand out in the composition.

The pastel color palette uses unusual tones to bring a sense of aesthetic to the structures, in order to create a feeling of balance and harmony.

The breeds used were chosen because of their natural curiosity, style and visual appeal. Even though their representation is small, these elements makes them noticeable in the composition.

The objects fulfill a functional approach with style in mind, because being at the center of the composition required them to be instantly recognizable.

Since the campaign was released on late April, we’re still expectant to get results from the prints made on Mexican newspapers “Publímetro” and “El Heraldo de Puebla”. Nonetheless, we have some numbers on social media helping us measure the success on the first stages of this campaign.

Due to the disruptive aesthetic of this campaign in relation to what’s normally done at AMIS, we got great results on social media comparing our posts with the rest of videos from our page in 2019:

• 414% more comments

• 137% more post clicks

• 62% more reactions

• 33% more views