An (ad)vantage for Santam

FCB Cape Town has launched a new positioning statement for its client Santam. The new pay-off line 'Rest Insured' is being communicated via a print, radio, online and outdoor campaign developed by executive creative director Francois de Villiers, copywriter Hanlie Kriel and art director Anthony de Klerk. Intended to highlight that Santam turns adversity into opportunity, the campaign uses the 'yellow umbrella', established as the Santam icon in South Africa's psyche, to very good effect by showing how its coverage can change the way you look at things. By simply blocking out a few letters, the different creative executions illustrate how a negative can still produce a positive outcome.