A national above-the-line campaign produced with Jung von Matt — two TV spots, city-scale OOH and digital, built around a single insight: Germans understand everything except their insurance.
In 2021 CLARK launched its first national above-the-line brand campaign — a two-phase campaign designed to establish brand recognition at scale and shift perception of insurance from complex and opaque to something CLARK could make simple.
As Senior Brand Designer, my role was to execute and maintain the visual identity across all campaign touchpoints — working closely with Brand Director Tahnee Laternser and Creative Director Yulia Rodionova, and alongside Jung von Matt on the production of both TV spots, ensuring consistency from a 10-metre billboard in Munich to performance marketing assets.
CLARK was growing fast — 400,000 users, over one million managed contracts, backed by Tencent — but brand recognition hadn't kept pace with business momentum. Most Germans had never heard of it. The brief was to change that at scale.
The campaign was structured in two phases. Phase one (February 2021) built awareness through modern black-and-white photography and copy built on cultural contrasts — things Germans understand perfectly well, next to the one thing they don't: their insurance. Phase two (summer 2021) moved into a surreal, entirely blue CLARK world — bold, distinctive, and immediately ownable.
The central line, "Mehr Durchblick" — More Clarity — ran across everything. It was simple enough to land in a three-second scroll and strong enough to anchor a 20-second TV spot.
Phase two introduced two distinct creative territories, each designed to resonate with a different audience while sharing the same brand logic. The bowling motif — Mehr Strikes — landed with a male-skewing audience. The dachshund motif — Mehr Streicheln — was crafted to connect with a female-skewing audience. Different worlds, the same promise: with CLARK, you get the clarity to do more of what matters.
Two 20-second spots produced with Jung von Matt and Saltwater — one for each motif, built for national TV broadcast and digital distribution. Both spots ran in the same surreal blue CLARK world, with the same energy and the same payoff: Mehr Durchblick.
The Strike world placed the CLARK user inside a surreal bowling environment — clean, confident and distinctly blue. The creative idea: when you have clarity over your insurance, you perform. You focus. You strike.
Shot specifically for CLARK, the photography was used across TV, OOH, digital and CRM — the same visual world at every scale, from a 10-metre billboard to a push notification.
The Streicheln world took a warmer approach — a man, a dachshund, and the simple pleasure of having more time for what actually matters. The creative logic was the same: CLARK handles the complexity so you don't have to.
The dachshund became one of the most recognisable visual assets in the campaign. Its warmth and absurdity cut through, particularly with a female-skewing audience who responded to the emotional register of time reclaimed rather than performance achieved.
The campaign ran at city scale across Germany's major urban centres — large-format OOH through Ströer's network alongside national TV. The same imagery, the same blue world, at a scale you couldn't miss.
Delivering a national above-the-line campaign required the right partners. For TV, we worked with one of Germany's most respected creative agencies. For distribution, we partnered with two of the country's leading media networks to maximise reach across broadcast and outdoor.