People think travel insurance is unnecessary. Until it’s not.

So we wanted to create a campaign to show them how holidays can be a lottery and why they should care about travel insurance before it’s too late.

But how to communicate it and catch people’s attention without creating mainstream print ads? Comparing their life to a board game.

Plinko is a famous board game based on luck. You drop a ball from the top, and watch its fate as it drops down into any of the four spaces at the bottom. In our campaign, the same happens to the unassured traveller; like the ball, your trip might fall into unpredictable situations.

Each ad has its own elements related to the scenario and different styles of illustration/CGI.

The Sea ad has a European wood carving style and painted wood. The elements were slightly colored to stand out without losing the wood texture.

Asian wood sculpture was chosen for the Forest ad. The header style looks raw and dry, while the rest is a journey through the moist and mysterious forest.

For the Las Vegas ad, the texture was made with different kinds of metal and steel, that can reflect the lights and the excitement of Vegas.

At the bottom of the ads, we used realistic texture. The positive one is designed to purposefully stand out, exploring a nice contrast with the bad situations.

Finally, we’ve placed the game over a dark background that creates an obscure mood, supporting the idea that your life might take a dark turn if you travel unassured.

After the campaign was launched, there was a big increase in the number of customers requesting the travel insurance service.