& 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
