Worldwide Olympic and Paralympic insurance partner Allianz released a new campaign ahead of the start of the 2022 Winter Olympics called ‘The Strength To Move Forward’ as its seeks to leverage its rights and stand out during the Games.
Developed in tandem with agency BBDO Shanghai, the Allianz Insurance campaign eschews the conventional big brand approach of leading with a visually sweeping manifesto sports-themed TV spot and instead focuses on copy-heavy video content which sees a pair of characters tell a simple short story.
The narrative arc features a man who walked across mountains and rivers and a girl who chased figure skating dreams who eventually meet one another in competition and find the strength and inspiration to move forward to each other.
Allianz Insurance “The Strength to Move Forward” Campaign Video – BBDO Shanghai
20 January, 2022
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According to BBDO Shanghai, which boasts considerable Olympic communications experience, one of the key agency challenges was to ‘avoid aesthetic fatigue’ as it sought to help the 130-year-old German insurer developed a high-profile Olympic/ Paralympic winter campaign.
To ensure an authentic feel to the story, the agency and the whole production group travelled to a wintry plateau for a shoot which took place in a temperature which recorded a distinctly icy minus 26 degrees centigrade. The freezing weather and the altitude sickness were both major challenges for everyone involved in the shoot.
The team also had to deal with the challenges of creation, development and filming amidst the threat and restrictions of the Covid-19 pandemic in Shanghai.
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