Insurance commercial · 2024 Leocare

ClientLeocare

ServiceCommercial

IndustryInsurance

DistributionWeb · Social media

The project

A piece of the old world retires

The context

Leocare offers modern, flexible and transparent insurance, managed from an app.

On April 1, 2024, the “carte verte” disappeared from French windshields: the green paper sticker proving a car is insured went digital. For a 100% mobile insurer, the opportunity was too good to miss.

The brief

Announce the end of the paper insurance card with humor, in a short spot made for Leocare’s website and social channels, and position the brand on the side of modernity.

Gégé’s retirement party under a shower of green confetti, Leocare commercial

The concept

Gégé retires

The idea, from creative agency Pasdepub Merci: the retirement party of Gégé, a police officer at the end of his career. The spot is a single move, a pull-back shot played in reverse, as a rewind.

We start on Gégé under the confetti, pull back to reveal the confetti cannon, then the hands filling it… with old green insurance cards. The punchline ties it to the brand: “Like our Gégé, a piece of the old world is retiring.”

35 sof spot, packshot included

120 fpsfor the slow-motion rewind

3formats: landscape, portrait, square

1,200 tof CO₂ saved per year

The brief

A short, offbeat and energetic format to announce that the insurance card is going digital.

Offbeat
Humorous
Dynamic
Commercials

Gégé, a police officer, at the center of his retirement party with his colleagues

Police officer pouring green insurance cards into a confetti cannon

Making of

A full narrative crew

I directed and edited this spot with a full crew: creative agency, actors, costumes, director of photography, set photographer and voice-over.

Preparation

Everything was organized on a shared board: the agency’s storyboard, casting, locations, props, voice-over, music and production schedule.

The shoot

A police office recreated for the occasion: garlands, balloons, a “Vive la retraite” banner. The confetti shots were filmed in 4K at 120 frames per second, to play the movement in slow motion and in reverse.

Post-production

Editing, rewind effect, color grading, typography in Leocare’s colors and the final app packshot.

Behind the scenes

On set, with Gégé

Thierry Barbet as Gégé, surrounded by a whole squad of actors. Set photography by Antoine Perche.

Overview of the Leocare commercial shoot: camera, lights, monitor and actors

Camera monitor during the Leocare shoot, at 120 frames per second

The police office set before the take, Leocare commercial shoot

Actors and crew on the Leocare set between takes

The Leocare actors in police uniforms, on set

Thierry Barbet as Gégé, on the Leocare commercial shoot

Packshot of the Leocare Assurances app, 100% mobile

Like our Gégé, a piece of the old world is retiring.

The result

A funny spot, a modern brand

The spot ran on Leocare’s website and social channels, Instagram and LinkedIn. It establishes the brand as a modern player in insurance, on a subject that isn’t spectacular at first glance.

With paper insurance cards no longer printed, 1,200 tonnes of CO₂ are also saved every year.

Crew