Brand awareness campaign for Merkur Insurance, spotlighting Green Life — the only life insurance policy investing in green funds.
Merkur Insurance faced low brand awareness after years of limited advertising. To reposition the brand, we focused on Green Life — a unique life insurance policy that invests in green, sustainable funds.
The central idea was to create a large live installation of Planet Earth, covered with moss and lichen — protected endemic species known for their ability to purify the air. With a 2-meter diameter, the green, living continents created an impressive and symbolic visual. The installation was unveiled in front of one of Belgrade’s busiest shopping mall.
The idea of a greener future gained attention not only among the public but also from well-known public figures who joined the conversation, helping expand the campaign’s reach and credibility.
