Atupri Gesundheitsversicherung · 2024 · Concept, AI Visuals, Art Direction
Atupri Intense
How do you make existing customers read an insurance mailing? With a letter from their future self. For the migration to Atupri Intense, five AI image worlds imagine future health (basketball on the moon, a home health robot, a meditation capsule) in black and white, with sparing colour accents.
The idea
Atupri Intense replaced the existing supplementary product Mivita Extensa in May 2024, and existing customers had to be convinced to switch. Insurance is a low-interest category, and a mailing about it even more so. The concept, developed with Andreas Szentkuti: a letter from your future self. It arrives from a world where health has long been organised differently, and it makes the product promise tangible. A fixed premium from age 30, generous support for sport and health, digital services included, and the switch without a health check.
Craft
Five future health scenes carry the letter: astronauts playing basketball on the moon, a health robot checking a child’s pulse at home, a meditation capsule, an emergency transport, a smart fridge. The series is rendered in black and white with sparing colour accents (a red ball over the moon, a glowing heart display) that keep the imagery calm and the brand colour in play. Generated with Midjourney, finished in Photoshop, delivered as a postcard mailing with copy in the voice of the future self.
