YOUR PLAN A NEEDS A PLAN BMI

The campaign is based on a simple idea: behind every great dream there is a plan, but also a risk. Through images split between two realities, the pieces show how the same intention can become an extraordinary experience and involve greater risks: camping in a backyard or on the Uyuni Salt Flats, giving your daughter a toy horse or a real one, learning photography as a hobby or traveling the world documenting it, running for exercise or training for a major marathon. With the message “Your Plan A Needs a Plan BMI,” the campaign positions insurance as what protects and enables people’s real plans, allowing them to aim higher.