If - "Watch Your Back"

Forsman & Bodenfors Göteborg

Forsman & Bodenfors Göteborg Göteborg, Sweden

8505

Title	Watch Your Back
Agency	Forsman & Bodenfors Göteborg
Campaign	Watch Your Back
Advertiser	If
Brand	If
Date of First Broadcast/Publication	2015 / 2
Business Sector	Insurance
Tagline	Watch Your Back
Story	In Sweden the number of pedestrians involved in car accidents increase dramatically during the dark winter season. The problem is visibility, something many Swedes solve by wearing a reflector, which halves the risk of being hit by a car. But not everyone does and lowest is the usage among young adults living in cities. The main reason? Vanity. We decided it was time to challenge the general perception. A reflector doesn’t necessarily have to be ugly or uncool to do its job. In November, If Insurance launched a fashion line of outerwear and accessories that function as reflectors in the dark. The garments, made of a reflective fabric, were designed by Swedish fashion label BACK. The garments sold out and had to be reissued after only a couple of days. But more importantly, the fashion line started a conversation among the target audience, about staying visible in the dark.
Media Type	Case Study
Length	160 seconds
Creative Director	Forsman & Bodenfors Göteborg
Copywriter	Joakim Labraaten
Art Director	Silla Levin
Art Director	Agnes Stenberg-Schentz
Agency Producer	Magnus Kennhed
Production Company	Folke film
Director	Laerke Herthoni
Post Production	Chimney Pot
Music Company / Composer	Tomas Barfod