PTK Advisory Service
When life changes, your pension should too
Life changes. Relationships begin and end, families grow, careers take new directions. But pensions and insurance policies often stay exactly the same.
PTK Rådgivningstjänst helps private-sector employees with ITP review their pension and insurance choices and receive personalised, independent advice. Small adjustments – such as removing unnecessary insurance or reducing pension fees – can make a significant difference to future retirement income.
Making pensions personal
Our communication concept was built around the moments when life takes a new turn. By connecting pensions and insurance to recognisable life events, we made a complex and distant subject feel more immediate and relevant.
The campaign encouraged people to revisit their choices as their lives changed – and discover how relatively small decisions today could mean thousands more in their pocket every month as a pensioner.
Client: PTK
Deliverables: Brand strategy, communication concept, art direction, campaign films, social media, digital advertising, print advertising
A clear and colourful visual language
We wanted the service to feel trustworthy, straightforward and easy to understand. Bold colours and simple graphic elements were combined with people and familiar everyday situations to create a visual language that feels both informative and playful.
The clean studio setting and colourful graphics gave the communication a distinctive and recognisable expression across film, social media, digital and print.
The campaign
The campaign used simple, direct imagery on a clean white background, combining playful multiple-choice questions with short films and a subtle sense of humour.
Each film followed a simple three-step structure: an everyday situation, an unexpected benefit, and finally the connection to pension and insurance. A man happily enjoying an enormous sofa, for example, becomes a humorous way of showing that being single might mean fewer compromises – but also a reason to review insurance you may no longer need.
The format made complex financial advice feel simple, relatable and easy to engage with.