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ZURICH

How can a corporate anniversary become a platform for cultural and emotional leadership?

In 2024, Zurich celebrated its 60th anniversary in Argentina. But instead of looking back with nostalgia, the company chose to turn that milestone into a statement of future intent. Because an anniversary is not just a celebration, it’s an opportunity to project what comes next. It’s not about remembering what we’ve done, but about showing why our role will matter even more in the years ahead. That’s how Cobertura Argentina was born — a campaign that redefined the brand’s role by connecting its legacy with the everyday gestures that truly shape us as a society. It wasn’t just a celebration, it was a reaffirmation of purpose. Zurich protects what truly matters.

REFRAME

We started from a truth that’s as common as it is powerful: solidarity is in Argentina’s DNA. But with Zurich, we didn’t just repeat it — we reinterpreted it. Instead of talking about the brand, we focused on those who protect best: the people who always show up, give a hand, and have your back. In doing so, we took the brand out of the spotlight to illuminate a culture of care that defines who we are.

UNCOVER

Through the campaign, we redefined the meaning of coverage, moving away from the technical language of insurance. Cobertura Argentina became synonymous with kindness, generosity, and solidarity. We didn’t try to own these gestures — we made them visible, we celebrated them, and gave them a place in the cultural conversation. Because after 60 years, we revealed that Zurich’s true value lies not only in what it insures, but in how it supports.

REINVIGORATE

The campaign came to life across every touchpoint: films, radio, social media, billboards, a photography contest in partnership with BAphoto, and multiple internal and external activations. All under the claim: “60 years protecting those who protect best.”
Zurich’s 60th anniversary wasn’t used as a mirror — but as a springboard to strengthen its cultural connection with people and renew its social commitment to Argentina. It was more than awareness: it was a beam of light symbolising its leadership.
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MADRID
Calle Alfonso XII 36, 5 dcha
28014 Madrid
+34 913 688 249
holamadrid@the-picnic.com

BUENOS AIRES
La Pampa 1391, 5, oficina 5.1
Buenos Aires
holaba@the-picnic.com
LINKEDIN
Picnic-Hormiga
© PICNIC EXPERIENCE · All rights reserved — Legal
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