We believe in living

Agency: Contáctica

The Long Trip | A mother and a daughter seek to enjoy their lives through a long journey. Until we understand they have the need to move forward.

The Support | In the world of medicine, everyone seems to be healthy. Until two friends who study medicine are faced with sickness. The only thing missing is support.

The Wish List | Two friends come together to fulfill a wish list and celebrate their friendship. But their adventure is not what it seems when we learn the reason for the bond.


Historically, life insurance is that investment that you will never enjoy. They are that investment that you simply have, but will only be used by your loved ones. Triple-S, the leading life insurance brand in Puerto Rico, preferred to think about it differently. The company preferred to communicate that having life insurance means enjoying a calmer life. Preferred to think that having health insurance means living in peace in case your health is in danger.

That is why with just one word, the company completely changed the concept of life insurance. Instead of calling their products Life Insurance, they preferred naming them IN-Life Insurance. Because they are to be enjoyed while you are alive.

For this, Triple-S developed a campaign through a film content series. The campaign shows the stories of three families that face moments where IN-Life Insurance can change the way they see things and grasp life from a more positive point of view, even if circumstances do not allow it.

“More than changing a word, what we want with this campaign is to give a new meaning to the category. So that people stop thinking that life insurance is something they will never use. We want to change that thinking. We want people to have the security to live in peace.” expressed René Baquero, CCO of the brand.

The content series is part of a communications ecosystem that will live for 2 years, becoming the brand campaign of this IN-Life Insurance division. Having advertising in all traditional and digital media, the campaign’s main objective is to ensure that all Puerto Ricans live in peace with these vital products.

This professional campaign titled 'We believe in living' was published in Puerto Rico in October, 2023. It was created for the brand: Triple-S, by ad agency: Contáctica. This 360°, Digital, and Film media campaign is related to the Health and Insurance industries and contains 3 media assets. It was submitted 6 months ago by Creative Director: Gabriel Carrero of Contáctica.


Agency: Contáctica
Production House: Akira Cine
Chief Creative Officer: Rene Baquero
Chief Strategy Officer: Felipe Sánchez
Creative Director: Gabriel Carrero
Art Director: Natalia Medina
Agency Producer: Mariana Camacho
Creative Lead Manager: Carolina Patiño
Account Director: Mara Álvarez
Account Executive: Lilivette Vélez
Marketing Manager: Andrea Torres
Director: Juan Rueda
Executive Producer: Karen Garson
Director of Photography: Nano Moreno


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