AIG: "Sh*t!" / Concept

Art Direction, Copywriting: Mr. Smithee


AIG "Sh*t!" is a concept campaign that takes the most simple and initial reaction people have in the moment before their insurance is put to the test. The accident.

This is the time where you don't know what's about to happen, how you're going to deal with this right now and only one thing on your mind is -

"Sh*t!" / "F**K!" / "SON OF A *****!!!"

And that's when you're eyes notice an ensuring message:

"Don't worry, it's being taken care of." -AIG