PROVIDING LIGHT FOR A DARK SUBJECT

By Published on .

Goodby, Berlin

& Silverstein,

San Francisco

UNUM Corp.

Jeffrey Goodby, Creative Director

Rich Silverstein, Creative Director

Art Directors: Bob Pullum, Erich

Joiner, Jeremy Postaer, Mike Fazende

Copywriters: Dave O'Hare, Steve

Simpson, Harry Cocciolo

Photographers: Michele Clement,

Heimo, Giles Hancock, Galen Rowell

Illustrator, Bruce Hutchison

Print Producer, Suzee Barrabee

When Rich Silverstein, principal of Goodby, Berlin & Silverstein (recently renamed Goodby, Silverstein & Partners) went into a presentation with new client UNUM Corp., he was puzzled by the company logo.

The 145-year-old insurance company, based in Portland, Maine, once had a logo featuring a local lighthouse, but sometime between then and now the lighthouse had become an abstract triangle.

"Is this a lighthouse?" he asked. Then, he added: "Why isn't the light on?"

That was the first step in the insurer's makeover: a new logo with a lighthouse and its light on, against the stormy sky. The new slogan: "We see farther."

The resulting series of print ads provocatively engage readers in topics people don't enjoy thinking about: disability insurance.

"Everyone likes to think they're invincible. We tried to come up with ways of getting consumers to think about something they probably don't want to think about," says Mr. Silverstein.

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