Centraal Beheer saves the Queen – from a bad pension plan.

Dutch insurance company Centraal Beheer Achmea wanted to use the abdication of Queen Beatrix -her retirement- to advertise their pension plan products.
This full-page ad was featured in the five biggest Dutch newspapers the day after the abdication.

Copy: “If only everyone had a good pension plan.”
Subtext: “Just call us.”

CBA Elizabeth


Made together with Judit Kun
Photography by Arthur Mebius
Nominated for an ADCN award

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