If
Watch your Back
Brand Campaign Nordic Markets
Watch your Back
Brand Campaign Nordic Markets
In Sweden the number of pedestrians involved in car accidents increase dramatically during the dark season. The problem is visibility, something many Swedes solve by wearing a reflector, which halves the risk of being hit by a car. But not everyone does and lowest is the usage among young adults living in cities. The main reason? Vanity.
We decided it was time to challenge the general perception. A reflector doesn’t necessarily have to be ugly or uncool to do its job.
In November, If Insurance launched a fashion line of outerwear and accessories that function as reflectors in the dark. The garments, made of a reflective fabric, were designed by Swedish fashion label BACK. The garments sold out and had to be reissued after only a couple of days. But more importantly, the fashion line started a conversation among the target audience, about staying visible in the dark.
We decided it was time to challenge the general perception. A reflector doesn’t necessarily have to be ugly or uncool to do its job.
In November, If Insurance launched a fashion line of outerwear and accessories that function as reflectors in the dark. The garments, made of a reflective fabric, were designed by Swedish fashion label BACK. The garments sold out and had to be reissued after only a couple of days. But more importantly, the fashion line started a conversation among the target audience, about staying visible in the dark.
