Centraal Beheer, one of the biggest and familiar insurance companies of The Netherlands, asked us to help them prepare to break through the 'frame of an insurance company' and get ready for a future as a service provider.

To stand out in current advertising market, and with an audience that has a fair amount of distrust, we decided that we had to introduce something they could actually believe. MeneerWatson.

MeneerWatson registers and shows stories of people, for better or for worse, without any judgement. By showing these stories we let our audience see that we know how every day life is different for everybody. And it gives Centraal Beheer to learn from these situations and create even better services.

The result is a simple, no-nonsense brand, with Instagram as it's main content hub, that allows MeneerWatson's stories to confidently speak for themselves.