DZI open letter

Creative idea

In Bulgarian, the word for insurance literally translates as “in-fear-ance”. We aim to eliminate fear from the act of insurance. The CEO of DZI, Bulgaria’s largest insurance company, wrote a personal open letter aimed primarily at the industry, but suitable to all. His plea — to change a word to then change attitudes and mindsets. The letter was published in full spreads in all major newspapers, intending to provoke a national debate.

Brand name: DZI
Advertiser / client: DZI Insurance Company Bulgaria
Product / service: insurance
Campaign name: DZI : in-fear-ance to in-sure-ance
Agency network: DDB WORLDWIDE
Agency: guts&brainsDDB Sofia
Creative director: Yordan Zhechev
Art director: Nataliya Nikolova
Copywriter: Jeko Bogoslovov
Account director (agency): Alex Milov
Client account director: Maya Kostadinova