Just in case, you know, something wicked this way comes.

O to be young and blessed with good fortune as you skip around the world, getting away with everything. Except when you don’t.

Predictably, young travellers ignore insurance. Knowing that the world has wobbles and life is unpredictable, Ogilvy Frankfurt and client SafetyCard wanted to give them some back up for when things go wrong. What are you going to do, Safety Card asks, when you cross paths with this or that weird (but sort of cool) catastrophe?

Three print ads tell the mini-stories in a simple, minimalist way, exaggerated and understated at the same time. To Ogilvy Frankfurt it seemed a good way to talk sense to crazy people who really should be getting travel insurance in advance. No wagging finger, just a witty way to plant a thought.

This way of telling something to those who won’t be told anything has paid off. The ads ran through the winter season, the main travel period for individual travellers. They led to much improved brand awareness and 13% more visitors to the www.safetycard-reiseschutz.de/ website.