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By John Glenday, Reporter

June 17, 2022 | 2 min read

Zurich is positioning itself as an environmental champion with ‘Upcycled,’ the insurance giant’s first sustainable TV advertising campaign.

Produced in collaboration with the creative team at FCB Inferno, the campaign sees the dry financial services firm connect emotionally with audiences with imagery centered on how we can go about sustaining our lifestyles, families and livelihoods.

Practicing what it preaches, Zurich has opted to re-use old footage to limit the production of carbon to the absolute minimum by negating the need for on-site location shoots and accompanying transportation.

Tracy Waxman, head of brand and marketing at Zurich UK, said: “This campaign puts insurance at the heart of our customers’ lives, showing the role that we play in helping customers sustain the most important aspects of their worlds. Using locations, film crews, actors and generating original footage has always been a very traditional way of creating TV adverts. As always, we’re keen to adapt to new ways of doing things to be kinder to the environment by upcycling existing content.”

Katy Wright, managing director at FCB Inferno, added: “We relished bringing this to life with considered production techniques and without compromising the creative impact.”

Zurich has positioned its brand as a force for social and environmental good in recent years, supporting causes ranging from a 70% reduction in air travel emissions to responsible investing and the appointment of a chief sustainability officer.

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