In 2010 ERGO shook up the insurance market with a provocative campaign:We understand that most people are annoyed, alienated and even overwhelmed by insurance.The claim "Insuring means understanding" was born.Understanding was also at the heart of this year’s campaign. It was dramatically and poetically exaggerated. In 12 character sketches we observed the true moment of understanding in super slow motion. These breath-taking visuals were combined with a hypnotically repetitive, but truly deep copy that describes the situation of every of these individuals' lives. The results were artistic and for advertising rather unorthodox films which unfold with maximum impact. While watching, the viewer himself becomes part of the process of understanding: at the beginning of the films one doesn't really understand the person, however as the films progress one can infer a great deal about them. That’s a result of listening. And that’s what ERGO does. Because ERGO listens in order to understand.