CSS Lebenszeit
The world today is fast-paced and fleeting. In an always-on mode, our lives seem to rush past us. As Switzerland’s largest health insurer, CSS aims to inspire people to live more mindfully leading to healthier and ultimately more fulfilling lives.
To achieve this, CSS launched a nationwide campaign encouraging reflection on one’s own lifetime (“Lebenszeit”). The campaign was designed as a content-driven initiative in two phases and rolled out across all channels, including television.
Phase One: Lifetime Questions
In the first phase, the campaign posed simple questions about lifetime. These were carefully tailored to the specific environment, medium, and time of day appearing even on television in a calm, quiet, and minimalist way. Just questions.
Phase Two: Lifetime Answers
In the second phase, the campaign offered intimate and profound answers from a wide range of life perspectives. These took the form of 12 moving long-form stories.
At the same time, two TV spots were aired as trailers. The stories were distributed across all social media channels and brought together on an interactive campaign platform.
The Casefilm
Lifetime Questions: The campaign asks simple lifetime questions in the first phase. Precisely tailored to the environment, medium and time of day. Also on television, calm and silent. Just questions:
Lifetime Answers: In the second phase, we provide intimate and profound answers with very different perspectives on life. And this in the form of 12 touching long-content stories. At the same time, two TV spots were broadcast as trailers. The stories were distributed via all social media channels and staged on the interactive campaign page:
The two Cut-down TV versions of the content stories.
Some of the 12 Long-Form Content Stories.
EDI Film Award Committee
“A profound and visually marvellous journey into twelve intimate lifetime stories.”
