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