Agency: McCann Erickson, Bogota, Colombia
Creative Directors: Samuel Estrada, Daniel Andrés González
Art Directors: Daniel Forero, Alex Argüello
Copywriter: Andrés Celis
Illustrator: Mor-8

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Life can go bad at any moment.
2. Affective: Relief and protection. There’s no need to worry about every little thing.
3. Conative: Take a deep breath and loosen up. Get peace of mind with ETB Insurance.

Positioning

If you so choose to see it this way, everything is on the brink of destruction. In many ways we are all just moments away from a life altering tragedy. But it’s your life circumstances that may determine if you see it that way and with ETB Insurance we cover everybody. So, your life circumstances are more about enjoying yourself and less about worrying yourself.

Consumer Promise
ETB will insure what we say we will insure.

ADDITIONAL EXECUTION

1. Visual: In the left third of the image frame is a three quarter shot of a garage made of ice with two human figures also made of ice cubes who sit in an ice car. The right two thirds of the image frame shows a sunny summer day with sun rays beating down. An obvious shadow line creeps closer to the vehicle as you notice the couples mailbox melting away.
2. Copy: Stop seeing everything as a risk.