According to police records, in Ecuador, there are 229 cellphones thefts on a daily basis.

Create an advertising campaign for the telecommunication company Claro, that encourages the purchase of their cellphone insurance against thefts, loss, or damage.

Being able to show the need of getting cellphone insurance, through different real-life situations.

According to the constant news about the insecurity in Ecuador and how constant is to get mugged, people started showing a real concern about getting insurance for their cell phones due to a new consciousness regarding the security problems.

The brand perception was transformed from a big company that bills millions of dollars, to a company that cares about millions of clients, becoming a human-caring brand that is able to improve its services behind its products.

Leaving aside the typical images of damaged phones we use the reaction of the woman who screws their phone on the toilet to communicate Claro cell phone electric failure insurance. Showing the cellphone last perspective with the same phone.

The brand perception was transformed from a big company that bills millions of dollars, to a company that cares about millions of clients, becoming a human-caring brand that is able to improve its services behind its products.