Now&Then: Bus ride

Now and then you need unemployment insurance:

A&Til is the new name for the unemployment insurance fund FTFa. When A&Til came to us, the brief was simple: Boost our awareness. So we developed an introductory campaign to show that sometimes you need a safety net.

Unwritten rules:

Working life is full of unwritten rules, demanding bosses, and unforeseen crises. That’s fertile ground for telling stories with a sense of humor.

Many channels, one voice:

The campaign runs on TV, outdoor, and digital platforms. Always tailored to each medium, but tied together by the same tone of voice.

A campaign with an edge:

Most unemployment funds tend to communicate in a way that’s sensible — and forgettable. Fortunately, A&Til is not like the others. They explicitly asked for a campaign with an edge, one that people would remember. At the same time, A&Til is a fund for everyone, so all messages were tested — and scored exceptionally high on audience liking.