Zurich Insurance wanted a new worldwide branding idea that was more than just “another ad campaign”.

Our solution was HelpPoint: a bunch of service promises wrapped up and branded as if they were a product, to make them feel real and tangible.

HelpPoint wasn’t our recommendation for a name. It happened because Zurich owned the IP. Frankly, it was confusing – the idea was to communicate abstract ideas of service, but HelpPoint felt too real and customers kept asking awkward but perfectly understandable questions: yes, but what actually is it?

Writer Gavin Kellett, art director by Claudio Pasqualetti, international creative director Paul Quarry. BTAA Gold for original music by Jonathan Goldstein