Swiss Life reversed sentences
When life turns in a sentence
Whether it’s a personal thing, because we have set ourselves and systematically pursued new goals, or whether changes are forced on us from outside: life is characterised by changes and turning points. In 2011, Swiss Life in Switzerland specifically addressed this subject by launching a campaign which gave tangible form to the brand positioning and the claim “The future starts here.” “Reversed sentences”, where one word links two phrases which have completely different meanings, were used in a nationwide advertising poster campaign.
The reversed sentences on the advertising boards caught the public’s interest. With a humorous take on the subject, the words used in the posters evoked images in the mind of the observer. The campaign spurred people to send in their own reversed sentences as part of a competition, which met with a resounding response. Between 100 and 150 contributions were submitted every day, producing a final total of over 8000 different examples plastering the virtual reversed sentences wall of the Swiss Life in Switzerland website. The campaign was awarded various international prizes, including two silvers at the Eurobest Awards, as well as a Grand Prix at the Epica Awards, a first for a Swiss campaign in 25 years.